Recruitment Campaign for Quadcode
Quadcode is an international software company, whose flagship product is a trading platform used by over 80 million users across more than 150 countries.
The client approached us with the task of finding employees for its fintech project. This case study will explain how we leveraged paid ads to recruit tech specialists.
The goal of every ads campaign is to attract qualified responses at a specific cost. To assess response quality and track progress, we worked closely with HR specialists. Together, we developed a lead qualification system that identified common reasons for rejecting candidates. These included unfit salary expectations, lack of experience, or experience in unrelated fields.
The system allowed us to refine our offers and reallocate the budget to optimize creativity and audience targeting.
During the optimization process, we found that optimizing for conversions across a broad audience produced positive results. However, the Quadcode HR team revealed that many leads from these campaigns fell into the «short work experience» category. In response, we promptly abandoned this strategy and shifted our focus to alternative approaches.
The qualification sheet:
Effective creative assets are crucial in attracting high-quality responses. An offer should be immediately readable, attention-grabbing, and aligned with the company’s values, and of course it needs to be concise.
During the test run, we conducted focus groups with the target audience, specifically developers, to identify the most effective types of creative assets. The results showed that concise banners featuring essential information about the technology stack and working conditions were most effective, and complex metaphors should be avoided.
As a result, we identified the key parameters needed in the creative assets:
- Company name and a brief description of the field of activity
- Applicant’s level and technology stack
- Working conditions
The optimal format for these creative assets was a carousel of three images, which generated leads at the lowest cost.
Let’s take a closer look at one campaign. We aimed to attract candidates for three positions:
- QA Automation Engineer
- Middle/Senior QA Automation Engineer (Android)
- Middle/Senior QA Automation Engineer (iOS)
We segmented the target audience as follows:
- Individuals listing their occupation as QA Specialists.
- Individuals interested in QA as a professional field of study.
- Individuals engaged with Stack and QA testing tools.
Traffic was directed either to a website with an HR offer or to a lead form, where we collected contact information and CVs.
Testing revealed that applications via the website were costly and underperformed in terms of targeting. Conversion rates were only 50% of what we had anticipated. Consequently, we shifted entirely to Facebook lead forms, which performed significantly better, reducing costs by 30% compared to the media plan.
The lead grading system we implemented allowed us to assess the quality of responses. Regular feedback from the HR team helped us track the quality of leads generated by specific creative assets and target audiences, along with their associated costs.
The advertising campaign lasted 38 days, starting in December — typically a challenging time for hiring due to people’s reduced willingness to change jobs, with the upcoming New Year’s deadlines and the desire for annual bonuses.
However, our flexible approach allowed us to achieve results and meet our response KPIs. We generated 64 leads in total, with 58 originating from the lead forms.
Throughout the year, we collaborated with the client to experiment with different platforms, creative assets, and strategies.
Several factors contributed to our success:
- Working closely with the client’s HR department and utilizing the feedback grading system allowed us to make timely adjustments and improve campaign results.
- Pre-testing creative assets through focus groups helped us validate hypotheses and identify the most effective visual formats.
- Optimizing lead form-only campaigns.
Our search for job candidates now has a broader geographical reach, but the core principles and approaches remain unchanged. It is crucial to communicate key messages concisely and continue working closely with the HR team to enhance our results.
Client’s feedback
We have been working with NMX for over 2 years. Initially, we sought a design for our social media, but later expanded to launching paid ads campaigns. We’ve tested various channels, including launching TikTok coverage stories.
In our partnership, we value expertise. It’s important to us that NMX provides clear and understandable answers to our questions, explaining the reasoning behind each step and what the results will bring.