In September 2023, Promopolitan reported, the parent company of Werkkantie Austria. They shared that they were working on a project called "Werkkantie." The idea was to post as many young people and students as possible. They wanted to start mediating already this winter, since the ski season would start in just two months.
The issue: "Can you create a website and marketing plan for us to ensure that we attract as many applicants as possible in a short period of time?"
We started with a thorough keyword research to understand what people are searching for. This research showed that between October and December there were significantly more searches for terms such as "working in Austria" and "jobs in Austria. This insight was crucial, so we decided to focus on this strategically.
Based on the keyword research, we targeted the website as much as possible. We noticed that 'working in Austria' and 'jobs in Austria' are searched for a lot every month. Therefore, we created several landing pages for these search terms, all equipped with search engine optimization (SEO).
Before deploying marketing channels, we made sure that everything is measurable. We can now see exactly through which channel applicants respond, whether it's through the form, phone contact, email or through the contact form.
After setting up the website, we focused on search engine advertising (SEA). We set up campaigns targeting search terms such as "working in Austria" and "jobs in Austria," as well as specific job terms such as "jobs Austria hospitality industry. Advertising in search engines enabled us to be visible the same day for relevant search terms. We calculated that we needed to invest €500 per month to maintain a top position in Google. The click-through rate achieved was high, by as much as 17% (average 2-3%).
Thanks to a data-driven analysis, we received more than 100 applications within three months. By choosing the right channels, especially SEA, we were quickly visible to people looking for job opportunities in Austria. By carefully calculating our advertising budget, we knew exactly how much we needed to invest to stay at the top of the search results.
This success was also due to constant measurement and optimization of results within Google Ads. This allowed us to continuously improve our campaigns.
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