Project timeline: 2020 – 2022
Client Reference: Stephanie Saner (Projektleiterin Gewinnung (Marketing und Kommunikation & Recruiting))
Collaborators:
Delivered for: Webrepublic
Initial Situation & Challenges
The client website’s goal is to generate apprenticeship applications for the Swiss railway companies. For that purpose, digital marketing activities are used on different channels (Google Ads, display, social media). After landing on login.org, a potential applicant is forwarded to the recruitment tool (Umantis), where the actual application process takes place. Submitted applications are then reviewed within the Umantis system, and candidates enter the second step of the recruitment process.
To assess the impact of the digital marketing activities are following challenges were identified:
- No connection between the measurement systems of the login.org website and the application process on the Umantis domain.
- Quality vs. quantity: Since every application has to be evaluated by a manual process, the goal was to establish a data-driven approach, which allows to compare digital marketing activities by application quality (and not only application quantity).
- Three measurement systems involved: Client-side measurement of the login.org domain, client-side measurement of the Umantis domain, integration of processed application data.