HARNESS THE POWER OF CONTENT

An advert on a flexible work website had yielded no results, and as a result, Higdon concluded the type of worker they were targeting – people who would consider flexible work such as new mums or carers – would not be scouring the jobs boards.

Higdon had a hunch that they would still be keeping up to date with industry news so an article on Campaign would reach the audience she was targeting.

The result was a native advertising article featuring an interview with Liz Jones, chief executive of B2B at Dentsu Aegis Network, about the company’s flexible working initiative, which included a call to action to apply to the scheme.

“You have got to capture their attention through the content and I see the actual job advert as a data capture,” says Higdon.

The article received more than 5,000 page views and helped yield 82 applications; around half of those candidates were signed up to the talent pool.

It also received more than 1,000 social media shares and Higdon drew attention to how creative content can be amplified by social media. Dentsu Aegis Network wrote a job advert for an SEO role partly in code so it would only be understood by someone qualified for the role. This simple but effective piece of content received more than 1,000 likes on Linkedin, compared with the average 100 likes of a typical ‘we are hiring’ post.