Project - Employment Agency in EU Countries
Niche - Recruitment, employment abroad
Geo targeting - Germany, Poland, Romania, Lithuania, Latvia, Moldova, Georgia, Belarus, Czech Republic
Work period - From 06/01/25 to 06/30/25
Advertising budget - $461.49
Platforms - Facebook + Instagram
Task: Build an effective candidate attraction system for vacancies in the EU, focusing not on the total number of applications, but on the cost of a quality lead (QL) — a candidate who meets the basic employment requirements.
Problems and challenges:
1) Audience trust: The market is oversaturated with offers, many of which are fraudulent. The main challenge is to prove to candidates the reliability and legality of the agency.
2) Quality of applications: Many inquiries came from people who were not ready to move or did not meet minimum requirements (e.g., lack of documents).
3) High competition: Competing for candidates' attention with other agencies required more effective and convincing advertising strategies.
Implemented strategy and funnel:
We focused on transparency and pre-qualification. The main goal was not just to get a contact, but to get a contact of a qualified candidate.
Funnel: Clear conditions advertising -> Lead form with qualification questions -> Lead processing by manager -> Employment
Key strategic decisions:
- Focus on the cost of a quality lead (CPQL): All campaign optimization aimed at reducing the cost not of any application, but specifically of applications from potentially suitable candidates.
- Qualification within the lead form: To filter out irrelevant traffic, we added simple but important questions like "Do you have a biometric passport?" and "When are you ready to start working?". This allowed the sales department to avoid wasting time on non-target contacts.
- We used real videos and photos from workplaces and residences provided by the candidates. This became a key factor in building trust.
Results for June in numbers:
Spent (budget) - $461.49
Total applications (by account/unique) - 329/261
Cost per lead (by account/unique) - $1.4 / $1.76
Cost per employment (CPA) - Up to $40-50
Key conclusions and achievements:
- Focus on quality, not quantity: We aimed to get not cheap leads, but quality ones. The cost per lead was reduced through creatives and the funnel.
- To reduce duplicates and increase unique users, we excluded from showing the ads the already obtained lead database.
- Trust as the main converter: Realistic creatives directly influenced lead quality. People who saw genuine conditions were more inclined to serious dialogue. Static creatives with workers also performed well.
Niche - Recruitment, employment abroad
Geo targeting - Germany, Poland, Romania, Lithuania, Latvia, Moldova, Georgia, Belarus, Czech Republic
Work period - From 06/01/25 to 06/30/25
Advertising budget - $461.49
Platforms - Facebook + Instagram
Task: Build an effective candidate attraction system for vacancies in the EU, focusing not on the total number of applications, but on the cost of a quality lead (QL) — a candidate who meets the basic employment requirements.
Problems and challenges:
1) Audience trust: The market is oversaturated with offers, many of which are fraudulent. The main challenge is to prove to candidates the reliability and legality of the agency.
2) Quality of applications: Many inquiries came from people who were not ready to move or did not meet minimum requirements (e.g., lack of documents).
3) High competition: Competing for candidates' attention with other agencies required more effective and convincing advertising strategies.
Implemented strategy and funnel:
We focused on transparency and pre-qualification. The main goal was not just to get a contact, but to get a contact of a qualified candidate.
Funnel: Clear conditions advertising -> Lead form with qualification questions -> Lead processing by manager -> Employment
Key strategic decisions:
- Focus on the cost of a quality lead (CPQL): All campaign optimization aimed at reducing the cost not of any application, but specifically of applications from potentially suitable candidates.
- Qualification within the lead form: To filter out irrelevant traffic, we added simple but important questions like "Do you have a biometric passport?" and "When are you ready to start working?". This allowed the sales department to avoid wasting time on non-target contacts.
- We used real videos and photos from workplaces and residences provided by the candidates. This became a key factor in building trust.
Results for June in numbers:
Spent (budget) - $461.49
Total applications (by account/unique) - 329/261
Cost per lead (by account/unique) - $1.4 / $1.76
Cost per employment (CPA) - Up to $40-50
Key conclusions and achievements:
- Focus on quality, not quantity: We aimed to get not cheap leads, but quality ones. The cost per lead was reduced through creatives and the funnel.
- To reduce duplicates and increase unique users, we excluded from showing the ads the already obtained lead database.
- Trust as the main converter: Realistic creatives directly influenced lead quality. People who saw genuine conditions were more inclined to serious dialogue. Static creatives with workers also performed well.