Securitas finds difficult profiles with Adwords
For Securitas, BBC has set up a Google Adwords campaign for the recruitment of some ten Dispatchers. For this, Securitas has mainly aimed at lower-skilled workers in a specified region.
What is the person looking for?
Adwords is the perfect solution for such an assignment. In order to find the right keywords that trigger the ads in Google, we are trying to project ourselves into the lifestyle of the candidate and to put his or her view of work first.
From visit to conversion and application
That way we come to a combination of different search terms, whereby each search term entered, yields a highly targeted Google ad text - which is highly responsive to the interests of the candidate.
After one click, those ads then bring those interested to a specially adapted landing page that provides the necessary information and where it is easy and quick to apply. The power of the landing page consists of converting that visit into a concrete application.
The results were pretty good: after 3 weeks Securitas had found a bunch of suitable persons.
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