B2B and B2C lead generation for Ambitions Personnel

Brief

As Ambitions Personnel had only engaged in passive marketing and PR activity for its 30 years in business, the agency turned to Distract to devise an innovative plan that included targeting specific industry niches, in order to drive the business forward through generating both B2B and B2C leads.

Approach

To immediately increase Ambitions’ profile to both potential clients and job candidates in the agency’s target markets (construction, food, technology and printing), a Podcast was devised to show the internal expertise the agency had in the individual fields. 

Individuals within the company were identified and specialist subjects explored to ensure the best knowledge was being shared. In addition, the content was filmed in such a way, and edited so that it could be utilised on Social Media; raising the profile of the brand even further. Now into its fourth season, ‘The Ambitions Podcast’ is a truly unique creative element of the agency’s marketing mix.

Creative ads were employed to dispel the idea that applying for a job is a long and arduous process. Targeted messages to younger jobseekers such as ‘#LessNahMoreYaaas’ emphasised the ease of applying for a job with Ambitions Personnel and highlighted the firm’s refreshed brand approach. This was combined with promoting the idea of applying for a job in under 90 seconds to unify the strategy.

PR strategies included newsjacking on important recruitment issues, legislation changes and advice articles, with local and national media targeted with outreach sessions.

Results

The campaigns have delivered benefits to both sides of Ambitions Personnel’s operation, in terms of their B2C (applicants for jobs) and B2B (companies to recruit for) markets. The firm are now receiving hundreds of new applications for roles through social media and paid search; while the Podcast continues to build their brand in the business community, meaning more instructions and roles available to applicants.