My Digital Campaigns !

 I’ve been working with various business owners since past  5 years,  I was responsible for running numerous campaigns for the organization for various verticals including Finance, Skilling Recruitment, Disability, Farming. 

I handle the social media and digital duties of the organization including online campaigns, content, blogs, video creation, infographics, marketing collaterals, webinars,  training and onboarding field level sales executives too. I’ve worked on 5 programs as a consultant on product development and led numerous purpose/objective and data led based digital campaigns. 

Some of the campaign names were Unemployment, Breaking Barriers at Workplace,  for disability, Fulfilling large workforce requirements for farming program in Bihar known as digital hiring, Generating leads for Job Portal for blue collar workers, and Webinar Registrations sign ups. The campaigns were date-led by a particular agenda to meet the predetermined objectives. Below are the few campaigns with statistics and the performances

Your Job Search Ends Here: This campaign was designed for GROW and skilling initiative for the unemployed youth. 

Target Audience – Unemployed in the age group of 18-30 years, under NEET – Not In Education, Employment or Training 

Campaign Idea – “You Job Search Ends Here” was the campaign solution designed for the target audience focusing on the problem statement as a solution. 

Product  – Training unemployed youth on Basic Core skills for an entry level job with job assistance. 

Challenges Faced – The recruitment industry is divided into 2 segments, one which provides only training, other segment which is also known as consultancies where direct jobs are available. The campaign communication had to designed in a way which would generate leads for the right candidate who would eventually undergo training as well as seek assured job opportunities qualifying the predefined criteria. 

Solution – On Facebook platform, the targeting was focused on narrowing 3 levels of targeting based on the location and then on the basis of general entertainment based interests targeting further narrowed by people who are looking for a job and description detailed on local language. Training the sales team of 120 members on the campaign understanding,  sales pitch and follow-up strategy for achieving target conversions

Results – The campaign generated 16,000 leads in 6 months across 40 locations by PPC ads on Google Search with Facebook Audience Network and achieved  a conversion rate(paying customers) of 12%-16% across 55 cities.

Campaign Infographic on Facebook*

Equal Opportunity For All:

This campaign was designed for GROW PwD  an skilling initiative for the disabled unemployed youth. 

Target Audience – Unemployed disabled in the age group of 18-30 years, under NEET – Not In Education, Employment or Training

Campaign Idea – “Equal Opportunity For All” is the tagline used keeping in mind Facebook and Google’s platform policies as these platforms have very strong policies with respect to disability. After 34 rejections this was approved to run on the platform.

Product  – Training disabled unemployed youth on Basic Core skills for an entry level job with job assistance across India.

Challenges Faced –The campaign communication had to be designed with respect to the attributes of PwD who are unskilled and uneducated. For example, candidates with Vision Loss are able to identify red colour easily which resonates with their disability status. Likewise disabilities were added in different colours for different disability types with a main header which says “Equal Opportunity For All”, this statement was inspired from Facebook’s hiring strategies. 

Solution – The most challenging campaign I had worked on. As on any social media platform there aren’t any specific targeting options based on disability. The campaign was specifically started only because of the lockdown in April. It’s worth noting that disabled people account for less than 5% of the total population and just less than 3% people are under the target age group having completed minimum 10th class as qualifying criteria for getting employed. 

The campaign was executed keeping in mind the disabled audiences and their engagement on online platforms promoting trust factor and quick responses. To keep the sequence going on, sign language interpreters were hired, establishing a BPO unit, when clicked on the ad the candidates are routed to online video call counselling on WhatsApp and parents/guardian interaction, collecting necessary details and enrolling candidates and assigning to batches simultaneously. In this campaign no website was used. 

 Results – The campaign generated 2,000 leads who were government certified disabled candidates in 3 months and achieving a conversion rate of more than 60% across India. 

Campaign Infographic on Facebook and YouTube.*

Get Employed in 12 Days!

This campaign was designed for as a consultant for program development and digital marketing campaign for this product as this is an extended skilling initiative for the unemployed graduates who need jobs quickly/fresh graduates. 

Campaign Idea – This was a data led campaign based on the feedback received on the leads generated by target audience which gave an insight to create a new solution for the market

Product  – In partnership with the Learning and Development team, program was designed to be quick, fast and impactful which can make the candidate job ready within 2 weeks. 

Challenges Faced – The challenges and market was similar as GROW campaign as the market is similar and just a new product is being tested. 

Solution – Targeting was further narrowed only to graduates, to test the hypothesis “Whether there is an opportunity in short term training program among graduates” as based on the previous campaign 40% candidates were looking for immediate jobs and cannot wait for training period and upskill themselves but seriously lacked skills to get employed. 

Results – The campaign generated 3,600 leads in 45 days on Google search PPC with Facebook  and achieved  a conversion rate(paying customers) of 12% in Hyderabad(7th largest city in India) in pilot testing for 9 months. It is now operational in Bangalore, Kochi and is financially supported by leading tech corporations under their social initiatives, I was also promoted as Program Manager for new initiatives post this success.

Campaign Infographics on Google Display, Facebook and YouTube

 

Become a Mitra!

This campaign was designed for a program focused on agriculture, which required to hire 125 candidates across districts of Bihar state of India. 

Campaign Idea – This hiring campaign sprouted based on the challenge, that HR team faced on the limitation of bulk hiring on job portals for tier 3 cities in Bihar.

Product  – In partnership with the HR team, candidate persona is created based on a few newly hired candidates and deployed on Facebook custom profiles.

Challenges Faced - Trust and authenticity was questioned provided the situation in Bihar more prone towards scams related to jobs. Numerous infographics were created based on every possible idea, lastly, the campaign didn’t work for 7 days having received only 3 applications and tonnes of backlash on Facebook comments related to fake jobs and frauds. 

Solution  - A video of a fellow employee who explained the job by performing in a minute with payscale and the qualities/skills needed to perform the job and added to the campaign which provided much needed authenticity and numerous applications flowed after this simple iteration. This idea was based on the blog post on Think With Google, where Google and YouTube were driving growth in tier 3 cities, and advertising on YouTube was apt for the tier 3 audiences. Traffic was diverted on Google Forms with the entire job description listed and video being added to further communicate about the job to easy understanding and guiding the applicants to fill the forms easily. 

Results : The campaign generated 765 applicants for 125 vacancies because of the large reach of social media at the 1/10th of the cost which a job portal would can be licensed. The HR team was able to select the best candidates out of the pool of 765 applications and I was appreciated with a cash reward of INR 4,000/- for the same for breakthrough innovation in hiring, which became a industry phenomenon termed “Digital Hiring”

Campaign Platforms – Google Search, Display, YouTube, Facebook and Audience Network

Breaking Barriers At Workplace

Target Audience – General Public, Employers, and Tech Corporations 

Campaign Idea – “Breaking Barriers At Workplace” was a campaign aimed at educating professional audiences to change the attitudes towards inclusion disabled people at the workplace. 

Product  – Creation of cutting edge content, simplifying new PwD Act 2018 for employers, sensitizing general public over lives of disabled people, games and activities portraying how a normal person would feel being disabled, keynote speeches by renowned disabled people. 

Team Size : 7

Challenges Faced : Streamlining the PwD laws and its related  content for normal audience was a huge task in terms of generalizing content for audience to create need for non-discrimination of disabled people. Reaching out and convincing the decision makers of tech corporations to create a PwD friendly atmosphere was again challenging in terms of perspectives. 

Solution: A 6 month long online-to-offline campaign launched by name “Breaking Barriers At Workplace”, which in itself speaks about the barriers that have been created with respect to disabled. Creation of a mascot named “RiFo” for enhancing the communication of the campaign leading front way across all the social media platforms and offline events. RiFo is represented as a go to person for every question to be answered about disability and what one normal could do about it. Established a 11 member committee to review and authorize the content and communication. Purpose led, data driven, and facts oriented content was the core for driving the campaign with optimum research and expert opinions on subject matters. Brainstorming ideas, with an expert team and FGDs on innovation in approach for delivering impactful events which would have a lasting impression on the audiences leading them to share their experience on social media with hashtags and creating conversations on online platforms to talk about the barriers we as society have created. 

Results : Held 34 events across India, onboarded 55 employers for sensitization and reached upto 6 million people organically. A group of professional bikers holding a rally on Dec 5th 2017 for spreading awareness about the rights of disabled people covered by leading newspapers across India. 

Campaign infographics on Platforms Facebook, LinkedIn, Twitter

 

YouTube Link for Campaign Introduction https://www.youtube.com/watch?v=tNbyChCRhYY&ab_channel=DrReddy%27sFoundation 

Hire Skilled Disabled Candidates!

Target Audience – HR professionals of companies 

Campaign Idea- To onboard HR professionals who are keen on hiring and including disabled candidates in their workplace. 

Product : Providing skilled entry level human capital for hiring at companies targeting HR professionals

Problem Statement: Ensuring right Identification of HRs, reducing the gap between raising relevant job orders, managing engagement and following strict timelines with reference to employers.

Solution : Building up a list of keywords doing competitive research, creating landing page similar to the experience of job posting on job portal, keeping it quick, to the point and ensuring right leads with OTP verification and onboarded by sales team. 

Results : Generated 664 company leads across India creating hiring volume of 6,000 vacancies in 2 months across industries in entry level segment. Google search contributed for small and medium scale businesses and LinkedIn for large companies. Posting acknowledgements of other HRs had driven the sign ups 3x based on optimizations driven by data.

Campaign infographic on Google Search and LinkedIn

Fitness Trainer Competition

Target Audience : Passionate Gym trainer who want to build careers in fitness industry from low income households. 

Product : 90 days rigorous practical training on Fitness supporting the talent from low income families and support, them with skills, technical expertise certification and granting access to capital by granting loans. 

Problem Statement – With a hypothesis of finding low income youth with passion for pursuing a career in fitness industry with minimum 2 years experience and solving the information asymmetry in the market. 

Solution : Designing a campaign on Facebook and Instagram targeting local influencers training them about the product and signing up their subordinates for the program. Building up a chatbot on WhatsApp for generating and shortlisting relevant candidates who qualify the criteria leading to person-to-person interaction, inviting for the competition by paying the registration fee, providing unique registration codes from CRM for confirmation of participation. 

 Results : Created a list of 21 influencers doing competitive research and reached out to a wider set of passionate audience. Total traffic visiting the WhatsApp Chatbot reached to 12,837 audience in a 3 week campaign period in Hyderabad and suburbs. 147 users shortlisted for the competition resulting in the top 15 candidates selected for a 90 days sponsored training program with access to capital for pursuing a career in the fitness industry. 

Infographics used in Carousel Mode on Facebook Audience Network, WhatsApp and YouTube

GROW Basic 

Blue Collar Jobs Recruitment: Basis to the initial success of hiring for internal teams I large requirements followed by 

Target Audience : Employers who have large scale hiring requirements in the blue collar industry like sales executives, delivery executives, data entry operators etc. 

Problem Statement – Large scale companies not having no expertise and willing to hire blue collar executives with higher retention incurring lowest cost.

Product – Campaign Expertise related to recruitment, driven by identifying highly relevant candidates who are fit for the role based on match making. Match Making is a unique formula which would rate the applicants based on the skills they possess with respect to the jobs. Higher the rating, much relevant is the candidate for the job. 

Solution : Driving unique and highly engaging  campaigns for the companies for specific job roles. Studying the market and creating candidates personas, for efficient campaign, building the infrastructure for easy flow of process from application to final interview the client company. 

Results : Fulfilled 4000 vacancies across India with 67 companies in the blue collar segment. With Clients like Randstad, Zomato, Swiggy, eKart, Amazon, Karvy Qykexpress, SBI Credit Card, Milk Basket, Reliance Jio, Big Basket, Genius Consultants, Ikya Global Solutions, Teamlease, GATI, Adecco, NinjaCart, Gold’s Gym, Pantaloons, Sapphire Foods and Café Coffee Day.  

Some of the infographics for various job orders

ELJobs

An platform where entry level job seekers get job opportunities and employers get KYC verified profiles, hence employers have to just release an offer letter as the hassle of document collection and verification is eradicated by ELJobs platform.

Target Audience - Youth who are freshers/Unemployed and under INR 25,000 salary 

Product : ELJobs was formed with a data led approach where in an internal study conducted by DRF, shows that 64% of the employers face utmost difficulty in hiring entry level job seekers and atleast 18-20% job roles are vacant in these companies and is a industry challenge. ELJobs is a dual solution for employers and candidates. Hence, communication has to be strong as the differentiation needs to be sharp which stresses on the pain points of the employer and candidates

.

Problem Statement - Employers face difficulty in onboarding new recruits and candidates face the challenge of not getting a interview call due to wrong CV updation, not updating mobile no., unavailability of KYC documents, and not having proper information of which job suits their skills best. 

Solution - Designing a campaign for “Bharat” audience who are in search of a job, but face the challenges as mentioned in the problem statement portraying ELJobs as a one stop solution for their job search. 

Campaign - Keeping in mind the job market and the intensity of candidates who are in their job search journey, it’s important that ethics are maintained at each process. In a time where candidates are losing trust in the job platforms, due to reasons like - fraud websites, not getting desired response in time, illegal activities related to the job search, and inability of candidates to fulfil their profiles online and so on. The campaign is designed to be focused with keywords on Google Display Network and Facebook, who are in job search journey, with minimum 12th pass qualification. GDN is very efficient in this process as the communication of the message is apt in video. Search is a good option but the complexity and differentiation of the platform may not be communicated easily in 60-90 word headlines. hence, video with GDN and facebook forms an ideal selection for this campaign. Communication is titled “One Solution for you Job Search”  and a video with bold headlines focused on problems of job search. “Looking for a Job? But unable to find one? “

Results - Since the 4 months of the campaign started 24,000 KYC verified profiles have been created, more than 81,000 leads generated. Since it is related to job search and recruitment the conversion rates are more than global average of 5-7%. In this campaign conversion rates have touched upto 30% too. Cost per lead with all expenses included Rs 9-13 and cost per conversion with all expenses included is at Rs 125-145 range,  which helped employers save 2-4 days in confirmation to joining timelines as they just had to publish an offer letter as the hassles been eradicated by ELJobs. 

Employment for Women 

A newest program which I am working on is enhancing career opportunities for women in age group of 35-45 years where they are not able to find jobs due to shortage of relevant skills. 

Platform - Facebook and Micro Influencers on instagram are being levied for reaching out to this audience. 

As it’s still under stealth mode and campaign structure being strengthened further. Infographic of such campaign is as this.

10 days campaign on Facebook/Instagram and YouTube yield 445 leads achieving 95% quality.

In addition to the above campaigns,

I've worked on pro bono basis for 

• Herman Miller : to run campaign for B2B vertical for identifying distributors for their business and running campaign for the newly launched ecommerce store. I was a consultant and provided deep expertise support on online campaigns structure for efficient use of the ad spend and customer journeys using Adobe cloud and Marketo.

• Gate capital: The client based in Dubai required to initiate their digital presence in the financial services segment which has least engagement rate, I ran campaigns for email sign ups targeting the finance professionals stress the content on the need of quality content for keeping themselves upto date towards market and take informed decisions. The email list grew upto 4,000 subscribers achieve an open rate of 5.3% and CTR at 3.3%.

• Mega Masjid - this project I'm leading the B2B and B2C a startup aimed at community based hyperlocal services which strong focus towards trust. The project is based out of Michigan and presently running. Further updates will be posted subsequently.