ZipRecruiter Digital Ads - Consumer
The Challenge
As we began to see real success in our B2B digital creative, we ventured into relatively untested waters by advertising to the consumer side of our marketplace: job seekers. To date, we had tested a handful of job seeker creatives and but they didn't spend efficiently. But, with a global pandemic causing millions to be laid off from their jobs, it seemed like we ought to give it another try, and hopefully help some people find jobs along the way.
Objectives
- Improve job seeker acquisition efficiency (my hope was to reduce cost by 50%)
- Drive performance in mobile and stories placement
Tactics to Drive Performance
1. Get people to stop scrolling (via eye-catching visual)
2. Connect them to our purpose in the first 3 seconds (via concept / headline)
3. If they're still listening, get them to take action (via ad / post copy)
My Role: Creative Director
The Team
Designers: Erik Arildsson, Marshall Jones
Copywriter: Michelle Spencer
Creative Ops: Jenn Yang
Marketer / Analyst: Esmaeel Paryavi
New Audience. Same Tactics.
Phase 1
Our first move was to remix winning B2B creatives for job seekers while also trying some more lighthearted and clever ways to get people to stop scrolling that wouldn't be appropriate for our employer audience.
These three ads smashed our pre-pandemic job seeker creative tests and surpassed our my goal of 50% cost reduction. But surprisingly (or unsurprisingly?) the cake ad was the most efficient. People really like food in their feeds I guess.
Phase 2
As we continued to set new records in B2B creative, we continued to apply those learnings to job seeker concepts, remix employer ads, and test new concepts. We specifically focused on generating creative for mobile and stories placements.
On average our new ads were about 3X more efficient at driving job seeker acquisition.
The Art Deco remix (left) performed on par with Phase 1. Our favorite of the bunch was the Uncle Sam homage (middle), but it was the neon cityscapes (right) that set the new high water mark, especially on mobile and stories placements. On average our new ads were about 3X more efficient at driving job seeker acquisition than previous tests. Though we beat my initial goal, there is still a ton of room to grow this channel.
