Academic Work: Successful CPC job marketing with mamgo

The company

Home of young professionals
Academic Work

Academic Work is considered Sweden's largest personnel service provider and was founded in 1998. Since 2008, the personnel service provider has also been active in Germany, with offices in Munich and Hamburg. Academic Work specialises in the placement of young professionals and students and helps young talents find their dream job every day. Academic Work places talents with top companies. A constant influx of applicants and a sustainable cost structure is therefore crucial for the business.

The challenge

Moving away from the classic
post-and-pray

Academic Works' passive online recruitment strategy for its core markets was largely based on the publication of job advertisements on term-based job boards. In term-based job marketing, vacancies are advertised on various job boards, similar to a newspaper advertisement, for a fixed cost over a fixed period of time. One disadvantage of this method is that it is not possible to anticipate whether no applications or too many applications will be received for the vacancy during the defined period. In digital recruiting, this model is therefore also referred to as the "post-and-pray model".

CPC Job Boards require effective optimisation

Continuously noticeable price increases on the part of popular term-based job boards and the disadvantages already mentioned quickly led to a paradigm shift. Academic Work took the first steps in performance-based job marketing. In performance-based job marketing, costs are only incurred after clicks on job ads, incoming applications or successful hires.

With the placement of a large part of the media budget in ad delivery via cost-per-click (CPC), it quickly became clear that without effective control and optimisation, this model also leads to great inefficiencies and consequently high costs.In a joint evaluation with mamgo.io, the Swedish recruiter aimed for a significant improvement in the plan costs to be achieved per application as well as a more homogeneous distribution of the applications won across all advertised job ads as new strategic goals.

The solution

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With mamgo.io, Academic Work relies on a broader, automated and controlled display of all job ads on a variety of cost-per-click platforms. The continuous software-controlled optimization of all job ads also contributes to the achievement of the personnel service provider's goals. Conversion-optimized landing pages in the Academic Work look and feel with smart end-to-end tracking (page visit → initiated application -> completed application) enable performance-based optimization without having to change existing application processes at the Swedish company, resulting in seamless integration into Academic Work processes without the use of IT resources. With mamgo.io, the personnel service provider now reaches young talent on up to 15 platforms (job boards, aggregators, search engines, social media) and reduces its own dependence on major players in the market.