Groundbreaking recruitment marketing
To solve HiQ’s challenges, Invise began a close collaboration with ad agency Post Sthlm, who were coming up with an advertising concept. Based on HiQ’s two clear goals, we created a recruitment marketing campaign against the selected target group intending to build brand and drive conversions, i.e., attract tech consultants to apply to HiQ. The work consisted of both strategy and production, where we developed candidate personas, wrote content, set up social media advertising, designed campaign pages, and optimized the career site for conversions.
Refined content strategy with consistency
With the concept “End bad tech” created by Post, we had an edgy and credible starting point for content creation. Writing content closely based on HiQ’s candidate personas, we kept consistency throughout the material. The goal was to have the target group engage with our content to first build brand, instead of directly urging them to go to the career site and apply for a job.
With a combination of articles, white papers, and banners aimed at senior and junior developers, we created a batch of content with target-specific messages and effective CTAs. Ensuring everything was results-oriented – from ads to content, copy, images, videos, CTAs, and landing pages – we kept relevance and effectively drove the visitor to the next action.
A colorful, one-of-a-kind campaign
HiQ has a strong and established brand in the tech consulting industry while also being committed to the edgy tone of voice that reflects their employer brand. Keeping the recruitment marketing campaign in the same spirit was therefore crucial. The colorful design, unique visual expression, and straightforward copy perfectly matched the more serious, value-creating content.
The initiative became the talk of the town. In February 2023, HiQ and the campaign were nominated for the Magnet Awards, Sweden's Employer Branding competition, and HiQ climbed the Universum employer branding rankings.
A smash with paid social
With careful segmentation and thoughtful strategies for paid social, we translated the employer branding concept into targeted social media advertising to reach junior and senior target audiences. The campaign's goals were to raise awareness of HiQ's brand, drive traffic to articles, and generate conversions through lead ads. The material focused on the challenges facing the campaign's two personas and linked to targeted content. At the same time, we created behind-the-scenes solutions that seamlessly integrated the social channels with the campaign's landing pages, Teamtailor, and HiQ's talent management process.