Creating a ‘marketing milestone’ for digital recruiters Futureheads
Digital recruitment specialists Futureheads approached YS with a brief to create an impactful strategic campaign for the business that would position Futureheads as an insightful thought leader with deep recruitment and tech sector expertise. They were seeking a ‘marketing milestone’ that would be a linchpin for other activity to build around; one which provided real longevity across the year with multiple ownable assets that could be seeded out over time. These assets would be used to support sales conversations for the consultancy team, as well as ongoing social media content that gave Futureheads credibility and share of voice.
What we did
We shaped a research proposal and seeded this to the wider sector via a survey, which asked the Futureheads audience of tech sector workers and employers how the world of work had changed for them since the Covid-19 pandemic. In particular, we delved into working structures, the pros and cons of hybrid and flexible working, and the impact of work on lifestyle factors such as commuting, plus how attitudes here had changed.
We pushed the research out via Futureheads own channels including email and social media, adapting topical questions into LinkedIn polls to widen the breadth of the findings.
Once the data was gathered, we carried out an analysis and used the findings to create Futureheads Work Nation report – an ownable asset that users could download from the website free of charge after sharing their details. The report offered in-depth insight into the state of the work nation in 2022, as well exploring the latest thinking within the world of recruitment. It also offered guidance that would help employers to drive recruitment and retention of top tech talent based on what those surveyed valued most from their roles – and key watch outs based on how workplace expectations had evolved over the past two to three years, with the ultimate aim of supporting employers to maintain a happy workforce.
All the most useful snippets of data were used in the report and then built as standalone assets including graphs, charts, infographics and quotes from the Futureheads consultants commenting on the report’s findings, creating a bank of content for use over time across multiple marketing channels, including social media. These assets were shared with the sales team for any presentations and/or wider conversations with clients too. Further, the quotes positioned each of the Futureheads team as thought leaders with insightful comments to share, building their profiles within the industry.
The report was launched via email and social with a banner graphic on the website homepage drawing further attention to increase downloads. We also developed a press release and simultaneously launched the report to key recruitment and tech media. Our PR pitch secured media coverage including industry website TechRound.
Further, we held back some of the data from the survey, to give even further longevity to the campaign with a second follow-up report releasing further insights planned for later down the line.
The launch email gained an open rate of 31.3% – way above the average of 21.1%
The launch email also gained a click rate of 4.7% – almost double the industry average of 2.5%
The report is the most downloaded content from the Futurehead’s site, receiving 180 within the first month
“The team at Yours Sincerely have been a fantastic extension and support to our marketing operations. They have been fantastic to work with and are a genuinely great bunch of people. Their ideas, campaigns and concepts have supported our business growth and have often opened doors to great opportunities for us. We would happily recommend them to any businesses wanting to extend their social, digital, PR and overall marketing reach.”