Formation Case Study
Industry: Recruitment
Client approached Formation as they were struggling to gain new business
We explained how online reputation is needed to win new business, and that a content strategy was required if they wished this to happen.
As a first step for the content strategy, we interviewed 3 key stakeholders.
Through a 2-hour interview, we deep dived into their business to learn about their model, ideal clients and aspirations.
Based on our findings, we then applied the first level of market research
From this research we presented themes and topics which would place them as thought leaders of their industry, and interviewed members of their company with the most knowledge on these topics.
We then applied 2 weeks of market research
This research uncovered powerful audience and competitor insights, which we used to build a strategy to place the business as thought leaders of their industry, surpass any competition and build the reputation they needed to win new business.
Content Strategy presented and commissioned
The presentation contained a 12-month marketing calendar and the client commissioned us to execute this for them.
Introduction
Our client is an engineering recruitment business, providing contingent and permanent resourcing solutions across a range of industries including rail, motorsport, energy, facilities management, and FMCG.
Challenge
Due to the unforeseen global pandemic, there was an immediate need to support our client’s contingent engineering workforce, especially key workers who continued working during lockdown, which at the time contributed to 70% of their overall business. It was essential for the team to uphold their brand reputation and live up to their core value of ‘going the extra mile’ by supporting existing candidates and those who unfortunately lost employment as well as identify clients who urgently
needed engineers.
Solution
Working collaboratively with the key stakeholders, a content and communications strategy was developed and immediately implemented. This involved launching the ‘COVID-19 Support Hub’, a dedicated landing page which became the central digital hub for providing a series of useful
whitepapers, articles, trusted resources on safety critical guidance, consultant videos offering valuable advice and gratitude. Content was regularly promoted through social channels, PR and shared via the team through targeted email communications.
Results
The workforce continued working during the pandemic with very few placed on the furlough scheme. The team were also able to source new opportunities for those who suffered job loss including placing engineers as part of the Ventilator Challenge UK Consortium.
Over 12 months, the client’s website traffic increased by 47%, with 2,869 candidates converting to £189k Gross Margin.
• Candidate registrations on website: 2,869 (previous year 1,295)
• Total Gross Margin from registered placed candidates via the website and were on the database more than 12 months: £189k (£169k Contingent, £20k Perm placements)
• GM from registered placed candidates within the 12 months period: £39k (£31k Contract, £8k Perm – previous year £22k)
BEFORE FORMATION
Content Strategy
0
White paper report
0
Publication Articles
0
LinkedIn Posts
6
Monthly website traffic
350
Database
No
Meetings
6
AFTER FORMATION
Content Strategy
1
White paper report
2
Publication Articles
12
LinkedIn Posts
24
Monthly website traffic
6900
Database
X 300%
Meetings
25
