ManpowerGroup is the third largest recruitment firm in the world, with over 3900 offices in over 82 countries. We had the opportunity of working with the recruitment giant and were tasked with changing their system of operations from a conventional offline method to a faster, digital mode of operation. Our job was to plot their digital growth roadmap and enhance the experience of their digital assets.
A brief look at how we went about strategizing their growth, brand awareness and customer acquisition efforts follows.
Since its inception, ManpowerGroup had been operating in the offline space with most of their offices centred in North America and Europe. Prospective jobseekers and people checking for vacancies would generally visit their branch offices and apply for jobs. The processes that they had in place worked like most offline businesses where communication, notifications and transactions often happened over emails or letters and each process would consume time and result in inefficiency.
Now equipped with an app and a website, Manpower was ready to expedite their growth by making their processes more effective, faster and easier to use. The goal after the launch of these online assets was to reach out effectively to their target segment, mainly consisting of people looking for temporary job opportunities through various digital channels. The growth roadmap for their digital assets involved plans of increasing visibility through social media and search engines.
Analytics provided us with traffic figures - roughly 90,000 visitors landed on the website every month of which 60% were direct visitors and 40% were through search engines. Clearly, the firm needed to improve its online presence as the traffic coming to their website was far too little.
Before coming up with an extensive digital growth strategy, we took a dive into understanding the user persona that we would be targeting i.e what users were searching for, what channels they were on and what they typically used social media for. We also did an analysis to understand how and what the competitors were doing in the digital space. We used online tools such as Moz, SimilarWeb, Google Analytics, SEMRush and Keyword planner for doing this research. This data-driven approach helped us get a better understanding of the market, keywords, ad budgets, competitors and possible untapped markets.
Most visitors arrived on the site via Google as it was their go-to search engine. Of these people who visited the site organically, the following keywords were searched for the most.
The keywords used on ManpowerGroup’s website were mostly low volume keywords. This got us thinking and we decided to check if ManpowerGroup was missing out on other relevant high volume keywords.
We ran a ranking check on the keywords and as we went through, it became clear that ManpowerGroup did not rank well for some extremely relevant high volume keywords. We made a list of such keywords that had a high growth potential but hadn't yet been used effectively on the website. The plan was to enhance the website on a global scale for such relevant, high volume keywords.
Since ManpowerGroup has a number of branches around the world, each subsidiary has a separate social media channel. This increased their marketing budget and made it more expensive for them to advertise as each zone needed a separate budget and a different strategy for growth. We suggested that the company merge these different and often redundant social media channels into one and then kick off a brand awareness campaign using promotional posts and ads. This approach, we believed, would be more targeted and effective as compared to a decentralized social media growth strategy which we had found to be far less impactful.
We were also involved in the enhancement of UX design and testing of one of Manpower's apps - “Experis”, which was targeted at candidates looking for white-collar jobs. The app is available on the iOS and Android app stores. Here is a small demo that we made for the app.
On the UX front, we analyzed the website using Google Analytics and another design analytics tools to measure heatmaps and form analytics. We noticed that the bounce rate could be minimized by breaking down the form filling process into multiple, simple steps instead of one long form with a large number of fields that needed to be filled at once. Once this change in the form format was implemented, there was a significant reduction in the bounce rate. Here is a screenshot of the bounce rate as measured by Moz.
Currently, ManpowerGroup’s website gets over a quarter of a million monthly visitors (averages about 275,000 visitors/month in 2018). With an average on site time of nearly 4 minutes and a average browsing span of 4 pages, they have established a good online presence that consistently holds the attention of visitors for decently long periods. The bounce rate is also in a reasonable space (abt 50%) compared to its competition.In all, we had a great experience working with Manpower's team to come up with a strategic roadmap for their digital growth.
Overall, we had a great experience working with Manpower's team to come up with a strategic roadmap for their digital growth.