A Hiring Strategy for Mass-Market and Niche Specialists for a Recruitment Agency
Services
Challenge
RE-CRUITER, a recruitment agency working across Poland, approached us. The main task was to generate candidate applications for open vacancies in different cities. The key challenges: the website was not ready to handle large traffic volumes, leads were needed fast, and most vacancies did not require prior experience — so the campaign had to reach a broad audience without clear interest targeting.
Goal
Set up a stable flow of candidate applications, reduce cost per lead, and get the maximum number of candidates on a minimal budget. Build an advertising system that can be scaled for new vacancies.
Results
Key problems before launch
- the website was not ready to handle large traffic volumes
- a broad audience with no clear interests — most vacancies did not require prior experience
- the need to get applications quickly, without a long setup period
- the risk of getting many non-target inquiries from uninterested candidates
The classic website-traffic approach was not suitable — a faster solution with lead quality control was needed.
Strategy
Since the website was not ready to receive traffic, we immediately decided to launch lead forms in Meta. This made it possible to collect applications without sending users to the site and reduced losses at the conversion stage.
Ads were launched in specific Polish cities with open vacancies — attracting people who did not need to relocate. Since most vacancies did not require prior experience, we did not use narrow interest targeting: we worked with a broad audience and optimized for submitted applications.
Campaign structure
- separate campaigns for different vacancies
- city-based split
- optimization for lead forms
- continuous analysis of cost per lead for each vacancy
We kept only the ads that delivered the best results and shifted budget toward them.
Communication
Creatives clearly stated all key conditions:
- basic requirements and working conditions
- salary
- housing availability
- official employment
This helped filter out people who were just “interested” and brought in more qualified applications.
We additionally emphasized key advantages:
- housing from the employer
- advance payments
- legal employment
- possibility of document extension
Creatives
We used photos of people in a real work environment, real vacancy examples, simple communication without complicated promises, and a clear call to action.
Result
- $833 invested in advertising
- 839 candidate applications
- cost per application — around $1
- a stable flow of candidates into target cities
- an ad system ready to scale for new vacancies
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What Worked
Meta lead forms instead of website traffic — we collected applications quickly without conversion losses.
Precise geo-targeting for specific cities with open vacancies increased candidate relevance.
Detailed conditions in creatives filtered out non-target inquiries even before form submission.
Broad targeting + optimization for applications was the right approach for mass-market vacancies.
Ongoing optimization: we kept only the most effective ads and reallocated budget toward them.
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