Advertising of job search and vacancies in Poland for Ukrainians

Search and Media on Google Ads for job search in Poland

To start search and display campaigns here we needed to develop a landing page. As we were targeting not only Ukrainians but also Belarussian people, who decided to get out of autocratic regime in Belarus, we kept updated two versions of website in Ukrainian and Russian but then after we left Ukrainian version only as still the main focus was to help Ukrainians to find a job in Poland.

We created and admin panel and adaptive design to easily create and replace current open vacancies based on client offers that may change every week. Once we have new jobs or old vacancies disabled we re-write texts on the website and buy new images on Adobe Stock to use on the website and ad creatives.



Then we created search term list and divided it into groups: job for men, women, couples, at production or warehouse. Structured campaigns based on cities we have job offers. Keywords with cities included we kept in campaigns targeting all Poland and generic job keywords w/o cities we kept in cities targeting campaigns.

In the beginning, we focused on Ukraine so we tried to have as few campaigns as possible to have more conversions data to switch to smart bidding strategies but then after we found out that we have much more women leads due to force major war factor and then came restriction to leave Ukraine for men so we needed to restructure the campaigns.

We created a campaign targeting the whole Poland but in keywords we used cities where we have vacancy, so we show ads across the country when someone searches for a job in the city where we can offer a job.

Divided campaigns by job for men, women, and couples keywords as we have might have a vacancy in one city only for men so we shouldn’t show ads when someone is looking for a job for women in that city.

Also, we have a campaign with general keywords like job in Poland but in that case, we target this campaign to the cities where we have job both for men and women.

That way we can easily manage the bids and budgets for men, women, couples and if needed we can create a separate campaign for certain cities that we need to boost more if we can pay more there for a lead.



In addition, we named campaigns and tracking templates with client’s partner names to make proper analysis and for recruiters to understand better what job offer to talk about with job seekers.

When we needed to increase lead volume we started Performance Max campaigns on Google. This type of campaign utilizes not only search inventory on Google & partners but also here we have banner ads on websites, discovery placements, youtube, gmail – basically in one campaign we have all Google inventory. Unfortunately can’t say we doubled the results just by starting this type of campaign but it definitely gave us around +25-30% of leads at the same Cost Per Lead (CPL).

We calculated costs per channel and total, as well as Leads volume, CPL, Qualified leads volume and CPQL (cost per qualified lead). Based on results per channel we managed to optimise the total budget and allocate more where we get better results.

Currently, we doubled lead volume, but as we see that Facebook provides cheaper qualified leads, we decrease Google volumes, to maintain average CPQL per each channel and then again will scale them both accordingly.

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Social media promotion of vacancies in Poland for Ukrainians

Constantly updated creatives and targeting on Facebook ad campaigns, here again, once we have new vacancies we start new ad campaigns, change targeting, and design new creatives.

Also about creatives, we trying to keep them informal and eye-catching, sometimes too much 😉 but they are working well and I think we that way distinguish our company among competitors with their regular work process photo creatives. In addition, we try to use video ads as they provide much better results.

We had issues from time to time targeting men only as Facebook wants to see equal rights for every job opportunity, although simply certain work types need more physical skills which usually women don’t have unfortunately by nature. Sometimes we get lucky and moderation approves ads without picking Job’s special category of advertising, sometimes we get banned and use 2nd ad account to try one more time. Same situation we have while targeting women only from Ukraine, but more or less we handle it and provide results despite these tricky Facebook rules.



Also again about creatives, sometimes it’s the only way to teach ad campaign algorithms. When you choose a special Job category of ads then you can’t pick men or women only so you can work on texts and creatives to strictly declare that this position is for men – take a look at the heading, take a look at the picture. Then ad campaigns analyze CTR, see that men or women are more likely to click on it, and then after most of the impressions volume is allocated to your target audience who interact more with the creative designed for it.

We tested Facebook to website ad campaigns but the results were not so great so we focus on lead form campaigns now.

Tested different variations of lead forms, asking additional questions like the desired city for work or typing Viber phone number or other details. Also tried typing all contact details manually, no autofill from Facebook but FB said we can’t ask for contact details using manual input fields. So we reverted to a basic lead form asking for email and phone number but in the end, after form submission, we show PS Viber phone number saying that you may write us on Viber anytime.



We tested Viber send out in March on recent not converted leads as well as old leads list. Unfortunately, we didn’t see any impact of the send out. Might be the reason that if recruiters didn’t manage to convert the leads then a basic send out can’t either. However, we will test one more time this or next month once we have the exact date of the next bus leaving Ukraine and the phone number to use in the send out.

B2C Results of acquiring job seekers

In the best month when we promote concrete job offers we got 1000+ leads at 2 eur CPL and 1/3 of them were completely qualified i.e. ready to start work now so CPQL was 7 eur.

1000 leads monthly

€2 CPL

30%
lead2worker

€7 cost per worker

In 2023 we decided to launch new direction in our marketing activities – acquire B2B partners which will help us to bring new job seekers and get paid for it. We needed another landing page for Google ads, describing benefits to become a partner and workflow.



On Google Ads we created a new list of b2b keywords like job for recruiters etc. to acquire both companies and individual recruiters. Based on search queries we created custom audiences for display campaigns.



As we were interested in b2b leads we didn’t start PMax campaigns as they provided as just job seekers so we focused on manual banner campaigns with manual placements and manual audiences without expansion.

On Facebook also we started new creatives and tested different audiences, targeting mostly HR managers and companies.



B2B Results of acquiring new partners / recruiters

We got 40 leads monthly at average CPL of 8 euro. Yes, it’s 4 times higher rather then acquiring job seekers but in case of new partner-recruiter you can gain from 10 to 1000 new leads from recruiter connections database, so we were happy with results.

Job from Robot

Then after we decided to try something simple and new. Our client has a lot of job offers in almost any city of Poland so no need to post all vacancies on website that may be available now, after, new ones, old ones. We decided that basically we just need more information about job seeker and based on answers we will offer the best job offer that suits people capabilities, expectations and current home location.

We’ve heard many times that simple Google forms work well in terms of answering the questions and overall conversion rate from visit to completed form sent. So we created one unified form with all questions we need to provide a job and used it as landing page for our marketing activities.



The problem we faced that w/o using some paid and not so well working 3rd party add-ons you can’t traffic source of completed form. Also you can’t use Google Analytics or Facebook Pixel to track conversions when people complete Google form.

As we had multiple campaigns and ads sources we targeting different languages we decided to duplicate Google Forms and name each form as campaign name. As a result we had such list of duplicated Google form.

- Facebook UKR targeting
- Facebook RUS targeting
- Instagram UKR targeting
- Instagram RUS targeting
- Google Search UKR
- Google Search RUS
- Google Banner on Viber
- Google Discovery

Also we wanted to test different major regions were our client has most of the vacancies so we needed to have separate list of forms per each location 🙂

We combined all traffic source google forms into google sheets and created 1 file per each geo.



In such structure we precisely know how much we spent per each campaign, getting this data from advertising account, and know how many leads we had from the same campaign and can calculate Cost Per Lead, optimise budget towards best performing campaigns.



Decided to play with new creatives, making an impact that we can find a job for everyone (which is true), just answer the questions and we will find you better job.

B2C Results of acquiring job seekers using Google forms

Facebook got 44 leads, 9 CPL
UKR targeting works much better 31 leads 6 CPL
RU 13 leads 14 CPL

Google got 83 leads, 3 CPL
search 44 leads 2 CPL (interesting how about quality here)
viber 25 leads 3 CPL
youtube 14 leads 5 CPL

Currently we’re in touch with new leads and arranging the hiring process for them.



Soon we will have data about quality of each lead. Interesting there will be to understand the qualified leads amount to calculate the cost per qualified lead per source/campaign and restart advertising based on Cost Per Qualified Lead data.

Conclusion

Job seeking industry is a red ocean, you always need to test new ideas, creatives and tech approaches to get better results and adopt to the new market conditions and people habits. If you have similar business in the job seeking niche, write to us, we will help you with our experience to set up analytics and launch converting search and social ad campaigns to get high-quality leads of job seekers across the globe 😉