Preparing, Managing, and Evaluating Recruitment Campaigns Based on Data
The Civey solution provided us with a clear path to better understand the needs of new groups of potential applicants, enabling us to tailor our campaign specifically to them and to identify and measure relevant indicators of campaign success.
The Starting Point
Especially in a metropolis like Berlin, it is becoming increasingly important for companies to be perceived by relevant target groups as attractive and authentic employers in order to successfully recruit new employees. Berliner Volksbank stands for unique values; however, in the run-up to a recruitment campaign, its specific appeal to potential applicants was just as unclear as the aspects of working at a bank that are currently considered important.
The Goal: Optimally Targeting the Campaign and Measuring Its Success
Based on an in-depth understanding of the target audience of potential applicants, the campaign was to be specifically targeted, and its performance verified along a recruitment funnel focused on the early stages of the application process.
Our Solution: Baseline Measurement and Monitoring of Campaign Performance
As part of the baseline measurement, we not only established the baseline values for measuring campaign success but also gathered background information on the target audience, which led to an even better understanding of the group and thus enabled more precise campaign targeting.
Campaign success was assessed on three levels:
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The Methodology: Continuous Campaign Measurement with a Baseline Survey
In a quantitative consumer study conducted by Civey, 500 Berlin residents who could generally envision working in a service sector such as banking were surveyed. Following the baseline survey, the study continued throughout the campaign.
The result: Relevant data for an optimized market strategy
The insights from the baseline measurement alone helped Berliner Volksbank optimize the campaign in terms of tone and intensity. The monitoring demonstrated the campaign’s effectiveness through an operationalization tailored precisely to Berliner Volksbank’s recruiting processes.