Reed.co.uk extends candidate engagement on Social, increasing applications by +9%

The challenge: Expanding their customer growth approach

Reed.co.uk is a leading career platform with a vision to connect people to a world of career opportunities online. Founded in 1995, the company was the first recruitment website offered by a staffing agency in the UK. Now, more than 11 million people turn to Reed.co.uk in search of work, generating about 100,000 applications every day.

To bring more people closer to their career ambitions, Reed.co.uk wanted to enhance their recruitment efforts further. The company achieved acquisition success by leveraging Criteo’s automated prospecting audiences and behavioral profiles of job seekers and students. Building upon this strategy, Reed.co.uk aims to reconnect with returning candidates through personalized messaging and boosting their return on investment.

The solution: Harnessing AI and Meta

Reed.co.uk partnered with Criteo to tap into social inventory, including Facebook and Instagram, leveraging Criteo’s leading AI technology to effectively connect open web candidate intent to social channels. By extending the company’s always-on retargeting efforts to include social media inventory, Criteo helped Reed.co.uk deliver and sustain personalized engagement with potential candidates while optimizing performance through AI technology, smart bidding models, and personalized dynamic ad formats.

This collaboration enabled Reed.co.uk to leverage their existing acquisition strategies while expanding its reach to re-engage recent candidates through retargeting on social platforms. Criteo’s unique integration with Meta also allowed Reed.co.uk to reach job seekers on authenticated environments, driving incremental reach and performance uplift.

The results: Driving incremental applications while lowering cost per application

By incorporating Meta inventory into their retargeting activity, Reed.co.uk drove incremental job applications and reduced the campaign cost per order. They drove a +9% increase in overall applications, generating 2,500 incremental applications, and achieved a remarkable 8% lower cost per application by activating social inventory.

Looking towards the future, Reed.co.uk is eager to expand its lookalike activity by utilizing CRM data as a seed and partnering with Criteo with an innovative open testing approach.

“Criteo is an important part of our marketing mix and will continue to be in the future. They continue to support us in achieving our marketing objectives, spanning from the top to the bottom of the marketing funnel. Their performance solutions and dedicated account management have played a crucial role in driving our success. We eagerly anticipate continuing our partnership with Criteo and exploring the opportunities their roadmap offers to surpass our targets in the years ahead,” shared Vishal Patel, Affiliate Marketing Manager, Reed.co.uk.