Programmatic Strategy Increases Application Rate By 2X

A programmatic strategy from NAS delivered more flexibility, great reach, and better results.

Challenge

Our client, a well-established regional retail organization, struggled to fill hourly positions in an increasingly competitive labor market. Still feeling the economic effects of the COVID-19 pandemic, how could they advertise and hire in a way that would not drive up the cost to their consumer?

Solution

Over six months, with only an 11% increase in spend, NAS doubled the conversion rate and drove 171% more applications. We also reduced cost per click by 20%, lowered cost per application by 59%, and cut apply time by 33%.

We set up distinct campaigns to set the spend appropriately, segmenting the campaigns into high/low priority and core role categories: Retail (production, store, management), Corporate and Kitchen Support.

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Managing these campaigns separately allowed us to set different cost-per-click limits and adjust for hard-to-fill positions as defined by the client.

By keeping an eye on spend, applies, and click-through rate, we created a responsive, custom solution that addressed performance as it was measured in real time.

Results

Over six months, with only an 11% increase in spend, NAS doubled the conversion rate and drove 171% more applications. We also reduced cost per click by 20%, lowered cost per application by 59%, and cut apply time by 33%.