CASE STUDY: DeLeon & Stang Recruiting Marketing
Tackling the Biggest Challenge Facing B2B Businesses: Recruiting
How we helped DeLeon & Stang optimize their recruitment strategy to land top talent with a competitive edge.
Client: DeLeon & Stang
Executive Summary
Recruiting is one of the biggest challenges all businesses are facing right now. Professional and financial services firms have been some of the most brutally hit. When professional services firm and current marketing client DeLeon & Stang desired to boost their recruiting efforts with us, we got to work.
Through a series of strategic tweaks and overall optimization, we were able to help the firm fine-tune its recruitment strategy to compete in the current recruiting landscape.
GOALS
Increase applicants to job postings
Increase traffic to careers pages
DELIVERABLES
Microsite
LinkedIn Messaging Campaign
Job Description Templates
Employee Brand Social Media Channel
Recruitment Online Reputation Optimization Recommendations
Background
DeLeon & Stang is a professional services firm focused on helping clients succeed in every meaningful way—from complying with relevant tax laws to optimizing their core business processes.
We began our relationship with DeLeon & Stang in 2019 when we helped the company with a rebrand and stayed on to be their marketing partner.
The How
DISCOVERY
Although we had some understanding of the firm’s employee brand from our initial audit in 2019, we needed to take a deeper dive to understand their recruiting audience and goals. We held a discovery meeting where we met with their HR team. In this meeting, we were able to pinpoint what kind of talent the firm was trying to recruit, what types of campaigns were in place, and where they were running.
PUTTING IT INTO ACTION
Redesigned Website
We had initially designed the site, we had developed a careers landing page that listed the open positions. We expanded this landing page into a microsite within the larger site to better tell the employee brand story and serve the content that those interested in a career at the firm would be interested in. We also updated the messaging to focus on their employee brand's unique selling proposition.
LinkedIn Messaging Campaign
The firm had begun some messaging campaigns on LinkedIn. We optimized and expanded those campaigns with messaging focused on the firm’s employee brand’s unique selling proposition.
Job Description Templates
Similarly, the firm had some job description templates in use. We optimized these templates to focus on the firm’s employee brand’s unique selling proposition.
Recruitment Social Media Strategy
We developed a recruitment social media strategy and created a recruitment social media channel. We then developed a guide the firm could use to post content and manage the recruitment social media channel. This guide also included employee-branded hashtags and recommended content ideas for them to execute in-house.
Online Reputation
Finally, we recommended claiming recruitment-facing online reputation channels and are working with them to increase the volume of online reviews on those channels.
Where Are They Now
All these efforts are currently in action. Stay tuned for results!