A little background
Niche Jobs were set to begin a telemarketing campaign with our sister company, Air Marketing.
They wanted to increase the volume of opportunities in their pipeline by talking to NHS Trusts and care homes, communicating how they were uniquely placed to help their recruitment needs.
Niche Jobs wanted to emphasise how they are different from other recruitment boards; they are a community of healthcare professionals and help people find roles within the sector and share insights, stories and hints and tips – providing a far more holistic approach to attracting the best healthcare talent.
They felt that they needed more than the one touchpoint within their campaign and considered how best to approach this.
Emphasising the benefits of partnering with a healthcare recruitment expert
Niche Jobs had already established their target audience, so we proposed implementing a pre-call drip email campaign and a warm lead nurture email campaign that would support the calls made by Air Marketing.
These emails would highlight the community aspect of Niche Jobs, signposting potential clients in the direction of 4 of their websites and online forums.
To create the pre-campaign email and accurately communicate the benefits of their service, our team delivered the following:
- Held in-depth discussions with Niche Jobs’ MD to establish their brand story and how they wanted to communicate their value proposition to the NHS Trusts and Care Homes.
- Researched relevant barriers and challenges within the health sector to inform how Niche Jobs could help solve their target audience’s pain points and shape the campaign’s messaging.
- Content creation for 12 separate emails, each with different content, media and research dependent on the sector.
- Completed detailed reporting of the outcomes of the email campaigns.
A joined-up approach delivering great results
Niche Jobs were pleased with our approach, and the email campaigns created as part of this project. The work delivered closely matched what they had envisioned when considering an additional touchpoint in their campaign.
The campaign supported the telemarketing activity delivered by Air, and any ‘hot leads’ identified from engagement in the emails were prioritised and fast-tracked so Air’s team to capitalise on their interest while they were prime for a conversation.
Across both email campaigns, 251 potential clients engaged with the content. Thanks to Roots to Market and Air Marketing’s assistance, Niche Jobs had 50 open opportunities in their sales pipeline.