talent.io Customer Success Story | LinkedIn Marketing Solutions

talent.io is a new take on tech recruitment. The platform invites tech professionals to create a profile for hiring companies to review and reach out to them directly. Founded in 2015, talent.io is already a leader in the French tech recruitment space and a promising challenger brand across Europe, bolstered by healthy business growth and the rise of remote working arrangements.

For talent.io’s growth marketing team, this translates into a strong mandate to drive a steady stream of conversions in the form of qualified candidate sign-ups on its platform, at the lowest possible cost per conversion.

Challenge

To drive sign-ups among qualified tech professionals who are looking for their next career opportunity
To maximise lead generation cost efficiency while addressing varying levels of brand and product awareness across different markets

Solution

talent.io developed a full-funnel marketing strategy on LinkedIn using a clever mix of ad formats and messaging for audiences at different stages of the decision-making process. For example:

Top funnel: Used candidate testimonials as social proof, served as Sponsored Content and Sponsored Videos, to grow brand and product awareness
Mid funnel: Offered valuable content such as the Tech Salary Report 2022 to deepen consideration and drive lead generation on its website
Bottom funnel: Ran cost-efficient Text Ads, highly targeted by roles and skills, to generate quality conversions

1. Precise targeting and retargeting at scale
talent.io made full use of LinkedIn’s first-party data and targeting capabilities to reach its desired audience. Targeting was kept broad at the top of the funnel (using experience, job titles, job functions, etc) to maximise brand impact. Moving down the funnel, campaign budget was focused on retargeting higher-intent audiences using Text Ads for maximum cost efficiency.

2. Smart use of LinkedIn’s multi-format environment
While Sponsored Content built brand awareness in the feed, talent.io ran highly targeted Text Ads, specific to available roles or skills in demand (using skills targeting), to drive quality conversions.

Connecting tech talent to job opportunities at scale

Results

Challenge

Solution

Success Factors