The Challenge:
This Cardiff-based challenger brand in the STEM recruitment space was looking for a campaign to enhance their reputation as a thought leader whilst driving awareness to the importance of improving gender equality as a) the right thing to do and b) as a solution to the ongoing talent shortage of STEM professionals. It also positioned them commercially and favourably for RFPs that were looking for partners with a strong DE&I record.
Thrive provided a DE&I programme and campaign that delivered brand awareness, reputation-enhancement and lead generation, plus enabled greater conversion on business development RFP processes.
The Solution:
Thrive delivered a thought leadership campaign with dual objectives of delivering commercial lead generation opportunities while positioning as a supplier of choice for STEM employers. The foundation was a gender-decoder tool that allowed businesses to input their job adverts and understand if they were coded masculine or feminine, with the underlying aim to make STEM job ads more gender-inclusive to encourage more women to apply for STEM roles. The campaign included a report, 7-stage marketing automation campaign, SEO content, blogs and editorial as well as social media promotion.
The Outcome:
The business attributed a 40% rise in revenue to the campaign, with inbound lead queries as well as lead scoring, where clients who evidenced buyer’s intent were prioritised for BD follow up. The campaign was also short listed in the Recruitment Marketing Awards for Best Content Marketing Campaign.
Thrive continues to partner with the business as their retained marketing consultancy and has supported on multiple initiatives including marketing automation, SEO, content and social media marketing.
