Register for our Digital Accessibility webinar!
️ Blog
488% more applications for the municipality of Utrecht
De municipality of Utrecht bears responsibility for the well-being and quality of life of its residents. Every day we work to create a healthy, green and clean living environment where people can work and live comfortably.
With more than 5.000 colleagues, the municipality of Utrecht strives for positive changes in the environment. This requires suitable staff, sometimes at short notice. Finding the right candidates is therefore not always easy. A suitable solution has been devised with a smart online marketing strategy!
In this case
- Challenge
- Solution
- Facts & figures
A high lead time and wide range
Challenge
The municipality of Utrecht faced a number of challenges in its recruitment process. Consider the lack of an effective always-on structure on Google Ads, a shortage of applicants and a mismatched Employer Value Proposition (EVP). With a wide range of vacancies within very diverse fields, manually setting up relevant advertisements was not only a time-consuming task, but sometimes not possible due to learning phases and target group limitations. Add to this a relatively short duration per vacancy and setting up 'normal' campaigns was quickly dismissed as a solution. Furthermore, finding suitable candidates required the use of unique keywords and headlines per vacancy in order to reach the desired target group with a relevant advertisement. In short: the municipality of Utrecht was looking for support in the entire recruitment marketing with a more automated and effective approach where the fast turnaround time and diverse offering do not limit the campaign.
Solution
In the spring of 2022, a new Employer Value Proposition (EVP) was launched with a major launch campaign. To reinforce this EVP, an innovative solution was implemented in November 2023: a Dynamic Search Ad (DSA) campaign. This allows the municipality of Utrecht to automatically retrieve information from their website and use it to generate keywords and ad headlines relevant to that vacancy.
In addition, a link was made between data sheets and Google Ads using Channable. This allows us to post more than 600 job advertisements within a year without manual setup. In addition, a script for automatic generation of UTM codes was implemented, allowing the source of applications to be analyzed at vacancy level in Google Analytics 4.
Synchronous with these DSA campaigns, a targeted touch campaign is conducted per discipline to introduce specific target groups to the municipality of Utrecht and its EVP.
To improve the accuracy of this campaign and generate more relevant input for Google, SEO technical adjustments were made to the website of the municipality of Utrecht. This allowed the DSA campaign to better respond to the search intentions of potential candidates and reach the right target group more effectively.
Facts & figures
- The costs per application fell by almost 84%.
- The number of applications in May 2023 increased by over 2024% to May 488.
Result
The result of the collaboration between Social Brothers and the municipality of Utrecht is a fully automated approach to the recruitment process. The result? Not only in significant cost savings, but also in a significant increase in the number of applications for vacancies at the Municipality of Utrecht.
Do you want advice or help with your recruitment marketing? Social Brothers will help you! Contact us via the module at the bottom of this page or visit our Contact page.
Help us, what do you think?
Thank you, your feedback has been received!
Thank you, your feedback has been received!
