About Birmingham Children’s Trust
Birmingham Children’s Trust makes a positive difference for children, young people and families in the city. Their recruitment campaigns focus on finding local people with the drive and passion for family social care work.
The trust has gone from strength to strength and celebrated a ‘Good’ Ofsted rating in 2023. On average, the trust has 30 children’s social work vacancies every week.
The challenge
Before working with Jobs Go Public, the team did not have an established digital recruitment strategy, including the tools to find candidates and the data to improve their approach to recruitment over time.
Due to the pace and variety of roles managed by the trust, the team required faster and more proactive hiring solutions. As a result, we:
- Provide a flexible and reactive approach to recruitment campaigns
- Use a mix of digital recruitment channels to improve the visibility of the trust and its job vacancies
- Be responsive to updating vacancy and campaigns information
- Provide ongoing support to the whole trust team.
Our solution
Our range of digital recruitment solutions are designed to complement each other but also be effective as standalone services.
Birmingham Children’s Trust first approached us to advertise their children’s social work vacancies with a Jobs Go Public branded careers microsite, which enables them to showcase their employment offer to candidates.
They then combined this with the use of our applicant tracking system.
Targeted emails help to remind this developing talent pool of the latest job opportunities, complemented by our PPC ads targeting relevant but passive jobseekers.
Our approach to rolling PPC recruitment ads
Few online job boards also provide PPC services, but this method makes sense in a hiring environment where two-thirds of job searches start with a search engine.
Whereas standard PPC campaigns allocate an entire budget to a specific event or time period, rolling PPC ads for Birmingham Children’s Trust are live constantly every month for social workers and senior social workers.
As a result, we continuously gather insights on which platforms perform best, and which times of the year are more successful, then allocate the budget accordingly across the year.
Our PPC platforms for this client are:
- Appcast
- Bing advertising
- Google advertising
We measure the success of a campaign by analysing:
- Click-through rates across all platforms
- Total apply clicks
- Total views
- The total number of applications per month
- An excellent top-of-page rate: the percentage of ads that appear at the top of a search engine page in a candidate job search.
The success of rolling PPC campaigns
Birmingham Children’s Trust benefits from years of recruitment data that we have built up through our ATS and PPC campaigns. These insights help to optimise future campaigns, and platforms like Google are better suited to long-standing PPC campaigns.
The team feels confident to promote the full range of their vacancies with Jobs Go Public, and we regularly discuss new campaigns to attract even more candidates.
Our role is to be an active part of their hiring process, and our rolling PPC campaigns enable us to be responsive and flexible to match the scale of new roles coming through the door at the trust.
What our client says:
“We feel like a valued client. Jobs Go Public look to help us with anything that we ask for, and it all gets done really quickly. The team are very responsive when we need jobs advertised, targeted emails and development work that we may need. If our staff have problems finding recruitment information online, the Jobs Go Public support desk is there to help us quickly.”
- Melissa McPherson, HR Consultant
Find out more about how our campaigns work
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