Attracting employees to the Leroy Merlin store using social media targeting

Leroy

Merlin

There was no time for long-term content marketing, so it was necessary to use performance mechanics.

Attracting employees
at Leroy Merlin

18—19

We had only two months to find all the employees for the new construction hypermarket.

Starting

Point

The only thing missing was employees. The store needed to be opened, but not all the jobs were filled. Standard methods of finding employees did not help. They decided to look through social networks, so they invited us.

About

The global chain of construction hypermarkets Leroy Merlin opened its branch in Vladivostok. Construction was in full swing and there were two months left before the opening.

In just 2 months and within $1500, we had to fill all the positions that were understaffed: cashiers, salespeople, and warehouse employees.

where are we

going

Goals

1

3

2

4

Test targeting in three social networks: VK, Instagram, Facebook

Test advertising in two geolocations: Vladivostok and the nearby city of Artem

Test 2 types of advertising: click-throughs and Lead Ads

Identify effective mechanics, disable ineffective ones

5

Attract applications for three vacancies: sales consultant, cashier, warehouse employee

How we did it

Just

do it

01 —
Audience gathering

During brainstorming, we identified 5 segments of the target audience that we could easily reach via VK and Instagram

02 —
Creating Ads

As a test, we launched 5 ads for each audience segment on VK and 3 ads for each segment on Instagram

04 —
Lead Ads Adjustment

The application form within the social network has a downside: random applications. We created a complex questionnaire with several questions. In order to send an application, it was necessary to answer them. Thanks to this, we completely eliminated auto-filling of fields.

05 —
Adjusting traffic to the site

We analyzed test traffic, changed creatives, reconfigured the audience, launched retargeting and Lookalike.

03 —
Test launch of advertising

Launched a test advertising campaign. Each ad worked in two directions: traffic to the site and Lead Ads (a form for collecting applications within the social network). The test showed that traffic to the site does not work well.

256

58

LEADS

We made enough leads to gather employees for all available positions. The average cost of a lead was 6 EUR. The amount that satisfied the client.

LEADS FOR SALES VACANCY

By the time the hypermarket opened, there was no shortage of salespeople.

LEADS FOR WAREHOUSE EMPLOYEE VACANCY

This was not the most priority vacancy, but we also filled it.

Results

120

78

LEADS FOR CASHIER VACANCIES

If you had come to Leroy Merlin on the opening day, you would not have found a single empty cash register.