Automated recruitment campaigns

Challenge

A private college wanted to increase the effectiveness of its recruitment efforts to attract more applicants for various degree programs. Traditional recruitment methods were time-consuming and ineffective, and the lack of automation led to inconsistent communication and less engagement from potential students.

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Action

1. Segmentation of potential candidates.
   Based on the data collected, such as the source of contact acquisition, candidates' interests, preferred study programs and previous communications, candidates were divided into different segments to tailor recruitment communications to them.
2. Personalized recruitment campaigns.
   Using iPresso, the school developed personalized recruitment campaigns tailored to each candidate segment:
   Personalized e-mails containing information about study programs, enrollment dates, requirements, and university guides.
   Sending short SMS messages with reminders about upcoming deadlines, open days and important events.
3. Lead nurturing.
   Creating communication paths that automatically sent subsequent emails to candidates depending on their interaction with previous communications (e.g., opening an email, clicking on a link).
4. Organization of open days and webinars.
   Automatic invitations and reminders for open days and webinars, which allowed potential candidates to learn more about the school's offerings, meet with faculty and tour the campus.

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Results

Automation of recruitment campaigns and personalized communication contributed to a 30% increase in the number of applications submitted compared to the previous year.

Email open rates increased by 25% and click-through rates by 10%. Candidates were more engaged and interested in the school's offer thanks to personalized and relevant communication.

Effective segmentation and personalization of recruitment campaigns resulted in an 18% increase in candidate conversion rates. More potential students decided to apply and study.

Automation of recruitment processes allowed the recruitment team to manage time and resources more efficiently, which reduced costs and increased the efficiency of recruitment activities.

Regular analysis of campaign results enabled ongoing adjustment of the recruitment strategy, which contributed to better use of the marketing budget and increased campaign ROI.