How UrsDigitally exceeded expectations in generating B2B leads for a Dubai-based HR Consultancy | UrsDigitally
About the Brand
The brand has achieved phenomenal growth in the United Arab Emirates over the past decade while demonstrating a strong presence across the GCC region. They provide staffing solutions to a wide range of industries and have a specialization in temporary staffing, permanent placement, and other workforce solutions. They cover industries like healthcare, hospitality, information technology, & retail, and are not just limited to them. With a comprehensive suite of services, like recruitment, training, payroll management, and HR consulting, the company helps organizations efficiently manage their workforce. In the past 17+ years, they fostered partnerships with more than 3000 corporate entities and provided services to over 26+ industries while deploying over a million candidates.
Challenges
Promoting an HR company presents a unique set of complexities, as HR companies are primarily involved in managing people, requiring careful consideration of people’s sentiments and cultural sensitivity is important. The United Arab Emirates has a mix of expatriates and Emirati populations for which it becomes extremely important to understand and respect the culture of both, the failure of which can lead to unsuccessful marketing strategies or even backlash from the local population.
The language barrier was also a challenge that we initially faced because of the sheer diversity of the population in the UAE. Nationals of Southeast Asia, the Indian Subcontinent, and Europe make up the expatriate population whereas the native UAE population is diverse on its own, leading to an audience that is linguistically diverse. This was solved by our marketing team with the proper choice of language for effective messaging that was targeted accurately to the specific audience group to get optimal results.
Advertising becomes even more difficult in UAE as there are strict compliances, licensing permits and laws regulating the flow of information. Our marketing team had to ensure that our campaigns complied with these regulations, the failure of which could have attracted penalties and legal actions against our client.
What We Did Do to Meet Our Targets?
Our journey started with Competitor Research which we consider a standard means to identify and analyze audience preferences, monitor industry trends, fill the gap that the competitors weren’t paying attention to, and lastly differentiate our brand tone & voice so that we can highlight the brand USP of Orion Infinity HR Solutions.
We devised a strategic approach for LinkedIn, recognizing it as the optimal platform for employers and employees to coexist. We focused on establishing the brand as the Industry Leader through the use of HR and UAE-specific content that was informative for both the employers and the candidates. Our strategy also involved the use of engaging content like memes and service awareness posts that were meant to gain the attention of both.
LinkedIn was also our top choice for prospecting and nurturing potential customers. We harnessed the power of LinkedIn to establish meaningful connections with our target companies and key decision-makers, such as CEOs, Founders, and HR Managers, using one of our LinkedIn accounts. This was followed by our efforts to raise awareness about our services.
LinkedIn Sales Navigator and Job Posting section came out as our top choices to find out recruiting managers who were looking for candidates. We connected with them and then shared information about our services.
- We used Sales Navigator with several filters to find out individuals who fall in our target group and sent them In-mails
- Leveraged Sales Navigator to identify companies experiencing growth in their headcounts and presented Orion Infinity HR Solutions’ services to them
- We have also scrapped the contact details of the users who have accepted our connection requests and have nurtured them through Emails
- To go one step forward we have followed our target companies on all social media platforms and have started engaging with them so that we can have a holistic approach and can tap them all over the internet
- With LinkedIn ads, we have generated leads of specific Industries and Job Positions
- We have also used LinkedIn ads to specifically reach individuals from our target companies so that we can hammer them with our name all the time
Let’s have a look at the best-performing DM
Hi ABC,
I represent (Brand Name). We believe that a business like yours will undoubtedly benefit from the exemplary services we offer to the organization.
Our permanent recruitment services, HR services, and payroll services across all sectors can offer the solutions needed for long-term success.
We would be glad if we could schedule a meeting with you and discuss this further.
We look forward to hearing from you.
Best Regards
Signature
Demographics of the audience (Geography – UAE & Saudi Arabia)
To optimize our Ad Campaigns & attain optimal results we have targeted the most relevant audience according to their job titles so that we can maximize ad budget efficiency. We targeted CEOs, HR Managers, and Recruitment managers of the companies. The campaigns involved the use of both video and static creatives which were continually tested by using A/B testing which showed that the creatives performed better than the videos.
Target Vs Achievement (March 2023)
For the month of March, we had targeted a total of 10 B2B leads but we have received a total of 16 B2B Leads. Out of which 5 were warm leads as per Brand’s team (Please note we have not counted candidates looking for a job). These leads are from LinkedIn & Google.
We have also received 161 B2C.
We have spent AED 1,927.83 on LinkedIn and AED 1242.20 on Google.
Best Performing Lead Generation Ad and its Results
Best Performing Static Image for Lead Generation
LinkedIn Ads Screenshot : March 2023
- There were 78,910 impressions received with an average CTR of 0.84%
Google Ads Screenshot : March 2023
- The Cost Per Conversion is AED 54.45 with a Conversion Rate of 4.11% for Exact Match Recruitment Ads
- For the Ad Search 24.2, the cost per conversion is AED 7.99 with a Conversion Rate of 8.17%
Final Words
Irrespective of multiple regulatory, linguistic, and cultural barriers, our experts were still able to employ effective marketing strategies to overcome these hurdles and generate quality leads. Are you looking for ways to increase B2B leads for your HR agency? We are here to assist you!
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