Using sophisticated digital tactics to raise brand awareness of Liberty Global amongst potential candidates who might normally apply to better-known tech and finance companies.
The challenge
Liberty Global is a world leader in converged broadband, video and mobile communications and an active investor in cutting-edge infrastructure, content and technology ventures. While the brands that the organisation operates are well known, Liberty Global is not, especially in the fiercely-competitive areas such as finance and technology.
When we began working with Liberty Global in the Autumn of 2022, like many at the time, they were experiencing challenges in recruitment due to a shift in priorities of job seekers following COVID. The number of unfilled vacancies was rising and acceptance rates for jobs declining – which meant they were having to spend more on recruitment than in previous years.
With the disadvantage of being a relatively unknown name in the talent market, we saw the chance to make a big impact with a brand awareness campaign that brought their unique culture to life.
The solution
With particular shortages in finance, technology, and other corporate services, we devised a highly-targeted digital campaign aimed at candidates in London, Reading, Bradford and Amsterdam.
We did this by using sophisticated digital tactics to raise brand awareness of Liberty Global amongst applicants who might normally apply to better-known tech and finance companies such as Google, Apple and Accenture. We micro-targeted potential candidates using an understanding of their interests, preferences and aspirations – channels included YouTube, Spotify, Facebook, Instagram, LinkedIn, Google Search and Google Display. We used forensic measurement, reporting and analytics to continuously tweak the campaign so the most relevant ads were being served and to ensure we got the best results for the campaign budget.
The creative assets focused on using real employees, celebrating what people love about working at Liberty Global and inspiring future candidates. Real-life stories brought the culture to life across video, audio and social media content.
September – December 2022 focused on raising awareness of Liberty Global as an employer – familiarising people with who they are and what they do.
2023 focused on continued brand awareness while introducing job-specific content and aiming to begin raise quality application numbers to specific live vacancies.
The results
The results were seen almost immediately. In the first two weeks they had 15,279 new website visitors, a below-average cost-per-click and above average “click-through-rates”. There were also more than 1,500 applications compared with 900 for the same period the
year before.
Year on year, we were able to prove the campaign success and ROI through a number of metrics including increased brand awareness, more relevant and better quality applicants, reduced reliance on recruitment agencies and reduced time to Hire.
“There is an improvement in the number as well as quality of applications.”
“We are finding applications are more relevant and suitable ”
