The Challenge
PIER Recruit had a substantial database but lacked a more structured way to turn passive contacts into active candidates and clients.
They knew the opportunity that lay hidden in their data, but needed a better way to encourage candidates to self-service, and update their own record cards and availability. This would enable consultants to have clear visibility of available candidates, expediting the sourcing process, and generating more placements. In blue collar industry, speed-to-market is everything.
Before working with Thrive, PIER had explored manual email marketing and social media posting. Both had value, but required time, consistency and specialist marketing knowledge the team did not have in-house.
PIER’s challenge wasn’t a lack of audience. They already had the contacts. They needed to make that audience visible, engaged and commercially useful. For recruitment agencies, this is a familiar story.
The Solution
Thrive supported PIER with integrated recruitment marketing that brought together email automation, industry-specific blog content, and social media. The first priority was a candidate profile update campaign, designed to re-engage PIER’s database and encourage dormant candidates to refresh their details. The aim was to help PIER understand who was still engaged, who was open to hearing from the business, and where consultants should focus their time and energy in their follow-up and candidate outreach.
What we did:
- Built and delivered targeted email campaigns to re-engage dormant candidates at scale.
- Created a clear reason for candidates to update their profiles and stay connected with PIER.
- Improved CRM quality by encouraging candidates to refresh their records.
- Generated clearer lead signals for consultants to support warmer follow-up.
- Supported better candidate matching through more up-to-date information.
- Created blog and social media content to maintain brand visibility across client and candidate audiences.
- Promoted PIER’s wider services, including online training courses.
The Outcome
This is marketing doing what good recruitment marketing should: creating movement before the consultant makes contact.
Across the campaign, 282 candidate profiles were updated, creating a clear conversion point from PIER’s candidate audience and demonstrating measurable engagement with the database.
This was particularly strong among dormant candidates, with 43.1% of the 3,765 engaged candidates going on to update their profile. This shows there was still significant value within the database, with previously inactive candidates willing to reconnect with the brand.
This conversion was supported by sustained campaign visibility, with 654 clicks and over 7,500 opens generated from 67,746 email sends.
Client engagement also improved, with more calls from businesses seeking clarity on legislation updates and legal changes.
Rather than relying on cold outreach or waiting for candidates to reappear, Thrive helped PIER use its existing data more intelligently, and turning the CRM into an active engagement channel.
By reactivating candidates already held in the CRM, Thrive helped PIER reduce reliance on manual outreach and create a more efficient route to candidate availability.
Key results:
- 282 candidate profiles updated
- 3,765 dormant candidates engaged
- 33.4% of candidate population reactivated
- 43.1% click-to-profile update conversion
- 67,746 emails delivered
