• 13.8% conversion rate
  • 2.7% click through rate
  • $0.44 cost-per-click
  • 5.3% reaction rate
  • $0.92 cost-per-reaction
  • 10% of candidates progressed to second round of interviews

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The client

Resthaven has been providing support, services and quality care to older people in South Australia since 1935, striving to provide continuity for their clients aged care journey. Whether supporting them to remain independent, providing in-home care or residential aged care, Resthaven is there to help. They also offer a range of respite options for carers of older people.

Finding quality carers isn’t always easy, especially in regional areas such as South Australia’s south east, where the population in small and the distance between towns is sometimes vast.

With a number of carer positions to fill, Resthaven held a careers expo event in Mount Gambier to meet with locals and discuss the opportunities. After receiving only one registration as a result of press and radio advertising, Online Path was engaged to run a targeted campaign to promote the careers expo in the local region.

A strategic approach

Tasked with the objective of attracting maximum registrations for the recruitment event, we developed a highly targeted Facebook advertising campaign that would drive qualified traffic to the online event registration page.

The campaign combined audience and geo-targeting to promote the recruitment event to people within South Australia’s south east and western Victoria region working or looking to work in the aged care sector.

Data driven results

Before launching the campaign, we created multiple ad types which we then split test to fully maximise results for Resthaven.

With our sound knowledge of and experience using Facebook advertising, we implemented event boosts and website traffic ads to reach a relevant audience, achieving a click through rate of 2.7% at a cost of $0.44 per click. The campaign also achieved a conversion rate of 13.8% with 10% of candidates progressing to a second round of interviews, thereby demonstrating that the campaign reached the right audience.

We worked closely with Resthaven to understand their objectives, define their audience and deliver a campaign that produced the results the were looking for.

Melanie Gibbons | Digital Strategist

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