Client Case Study: Van Hack
Industry: SAAS, HR-tech, Recruitment
Location: Toronto and Vancouver.
Key Markets: North America, South America, Europe
Services provided: Content Marketing (Blog Articles, Photography, Video, Infographics); Paid Media (Google Search Ads & Remarketing, Linkedin Ads, Facebook Ads, Instagram Ads, and Facebook Retargeting)
Challenge:
Van Hack is a Vancouver and Toronto based SAAS company specialising in the recruitment of global talent for the Canadian tech industry. They source software developers, engineers, and data scientists to help fill niche roles for 100’s of fast growing startups and later stage tech companies.
We were chosen as a full service marketing partner to help Van Hack’s small marketing team manage the many tasks of a fast growing startup. Specifically, the team wanted help improving lead generation from existing PPC/Social Ads and to convert more website users into customers for their basic and premium SAAS products.
Solutions:
B2C acquisition strategy:
For the B2C audience, our strategy was to create interest with image posts, short form video, blog articles and more, focused on profiling Van Hackers who landed a high paying Canadian tech job. Who they were, where they came from, and how easy it was to get started.
How-to content would also be used to improve conversions from existing traffic for both the free and premium plans.
B2B acquisition strategy:
For the B2B market, we would highlight how Van Hack opens a door to a massive global talent pool making it faster and easier to hire and we would highlight the issue recruiters face attracting senior and niche talent.
We would test sending traffic to new and existing landing pages, like the employers page or talent pool pages. For those that engaged on the site but did not create a profile, remarketing and retargeting would focus on further explaining the average time to hire, the accelerated Visa process and other competitive advantages.
Our drip campaigns would compliment this with a series of emails featuring selected blog content, a sample of candidates pulled from the platform, and a CTA to book a meeting with a sales member.
Over a two year period, we built, tested and tweaked paid ads across multiple channels. We created high performing lead magnets and developed other high performing top and middle-of-funnel content.
When we started in 2018, the company generated 1000 new users per month. Within 2 years that grew to 10,000 users per month. Today, they are on track to gain 25,000 users per month.
Below are some examples of our work including paid ads creative, ad copy, images, blogs, photography, video and more.
Paid Ads & Lead Magnets examples for Facebook(ads/retargeting) and Linkedin Ads
We tested a variety of ad types and styles with many combinations of copy and images including canvas ads, newsfeed ads, inbox ads and more.
We also created and repurposed content to develop B2B and B2C lead magnets that dramatically increased CTR’s on Facebook and LinkedIn.
Blogs & E-books:
Writing and editing 40+ new blogs and 3 e-books The Ultimate Relocation Guide, Create a global pipeline, Why the global talent stream solves your hiring problems, How does VanHack work, 5 tips for better recruiting
Videos:
Collaborative script development and editing for better storytelling.
Branded Content Video:
Interview with Senior Fullstack Developer & Thinkific CEO Greg Smith
Infographics:
Repurposing internal data and case studies to create more shareable content.
Our work with VanHack is a great example of how HR managers, CTO’s and tech recruiters can supplement job ads and banner ads with paid advertising and content marketing strategies to better attract top talent.
Book a call today and let’s discuss how we can help develop employer branding initiatives that will supercharge recruitment.
Key Results:
Paid Media (PPC/Social Ads)
- 200% increase in clicks from Facebook, and 300% from Linkedin, within 6 months without increasing Ad spend.
- Reduced CPC/CPL’s by 50% or more over 6 months without increasing Ad spend.
- 2x increase in Ad budget within 6 months
- 500% increase in B2B leads in 12 months equal to 100 companies including Accenture, Deloitte, Shopify and Lululemon.
- 300% increase in B2C leads in 12 months equal to 36,000 new users.
Search / On-page SEO
- 200% increase in blog traffic within 24 months.
- #1 result in Image Search and 1st page ranking for our target phrase: Global Talent Stream.
- 1000 new links generated.
- 10,000 Youtube video views on Thinkific case study video.
Offline:
- 98% hiring rate for 40 candidates screened using the survey tool we built
- +10,000 followers on Instagram
[/vc_column_text][/vc_column][/vc_row]
Challenge:
Van Hack is a Vancouver and Toronto based SAAS company specialising in the recruitment of global talent for the Canadian tech industry. They source software developers, engineers, and data scientists to help fill niche roles for 100’s of fast growing startups and later stage tech companies.
We were chosen as a full service marketing partner to help Van Hack’s small marketing team manage the many tasks of a fast growing startup. Specifically, the team wanted help improving lead generation from existing PPC/Social Ads and to convert more website users into customers for their basic and premium SAAS products.
Solutions:
B2C acquisition strategy:
For the B2C audience, our strategy was to create interest with image posts, short form video, blog articles and more, focused on profiling Van Hackers who landed a high paying Canadian tech job. Who they were, where they came from, and how easy it was to get started.
How-to content would also be used to improve conversions from existing traffic for both the free and premium plans.
B2B acquisition strategy:
For the B2B market, we would highlight how Van Hack opens a door to a massive global talent pool making it faster and easier to hire and we would highlight the issue recruiters face attracting senior and niche talent.
We would test sending traffic to new and existing landing pages, like the employers page or talent pool pages. For those that engaged on the site but did not create a profile, remarketing and retargeting would focus on further explaining the average time to hire, the accelerated Visa process and other competitive advantages.
Our drip campaigns would compliment this with a series of emails featuring selected blog content, a sample of candidates pulled from the platform, and a CTA to book a meeting with a sales member.
Over a two year period, we built, tested and tweaked paid ads across multiple channels. We created high performing lead magnets and developed other high performing top and middle-of-funnel content.
When we started in 2018, the company generated 1000 new users per month. Within 2 years that grew to 10,000 users per month. Today, they are on track to gain 25,000 users per month.
Below are some examples of our work including paid ads creative, ad copy, images, blogs, photography, video and more.
Paid Ads & Lead Magnets examples for Facebook(ads/retargeting) and Linkedin Ads
We tested a variety of ad types and styles with many combinations of copy and images including canvas ads, newsfeed ads, inbox ads and more.
We also created and repurposed content to develop B2B and B2C lead magnets that dramatically increased CTR’s on Facebook and LinkedIn.
Blogs & E-books:
Writing and editing 40+ new blogs and 3 e-books The Ultimate Relocation Guide, Create a global pipeline, Why the global talent stream solves your hiring problems, How does VanHack work, 5 tips for better recruiting
Videos:
Collaborative script development and editing for better storytelling.
Branded Content Video:
Interview with Senior Fullstack Developer & Thinkific CEO Greg Smith
Infographics:
Repurposing internal data and case studies to create more shareable content.
Our work with VanHack is a great example of how HR managers, CTO’s and tech recruiters can supplement job ads and banner ads with paid advertising and content marketing strategies to better attract top talent.
Book a call today and let’s discuss how we can help develop employer branding initiatives that will supercharge recruitment.
