Optimizing Job Boards in Online Student Recruitment Strategy

EXECUTIVE SUMMARY

Case Study: Year Up

Media Cause partners with Year Up to implement multifaceted online student recruitment strategy to inspire more prospective candidates to apply to their programs. Year Up works to close the Opportunity Divide by providing urban young adults with the skills, experience, and support that will empower them to reach their potential through professional careers and higher education.

Through our work with Year Up, we identified & tested seven different job board platforms to reach a young, job-seeking audience, ready to take their career to the next level. We tested more than 49 headline variants, determined by keyword research and performance and implemented tracking parameters at an ad level to optimize the campaign and drive the best results possible. For leads who did not directly submit an interest form, we nurtured audiences who clicked on job postings through an email drip campaign, aimed at building their confidence in Year Up as an organization.

Using a multi-touchpoint strategy, we built a continual retargeting audience size of more than 100,000 prospective students.

2,400

High-quality prospective student leads

37%

Increase in conversion rates through email nurturing

12%

Increase in info session attendance

Strategy

User Experience Optimization

Putting supporters at the center means putting an emphasis on user experience. We optimize landing pages to reach audiences ready to take actions meaningful to your organization.

Multi-Touchpoint Campaigns

Momentum matters. When we need supporters to take action, we strive to meet them where they are—on their twitter feed, in their inbox or chatting with their friends.

Track Everything

Tracking digital efforts provides a clear path to optimizing and prioritizing next steps. It can take a minute to set up, but is always, always worth it.

Implementation

  • We enhanced user experience through testing and optimization to grow Year Up’s student recruitment. By driving to conversion-optimized landing pages, we collected over 2,400 high-quality student leads and increased info session attendance by 12%.

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