Totaljobs Group (Jobsite)
Sales enablement | Product marketing | Thought leadership | PR | OOH | Events | Direct mail
THE BRIEF
Recruitment technology is a crowded and highly competitive vertical, and Jobsite (which was later merged with Totaljobs) needed a steady drumbeat of B2B campaigns, sales enablement, and PR content, backed by consistent field presence, to hold and grow market share.
THE WORK
We were a small team so I wore many hats, from product marketing, to content, to PR. My biggest impact was probably working closely with the 70+ sales people; mostly BDRs; to help them hit their quota by hook or crook.
After auditing their approach and discussing with leadership, I came up with a number of new outreach ideas, and workshopped them with the teams. This largely involved pulling stories from the data (e.g. Jobsite has more engineering candidates than our competitors), and building assets for sales to use to go and win new business.
I also ran 20+ industry conferences and brand sponsorship activations a year, supported by data-driven assets that landed HR/recruitment press coverage. This included our partnership with Portsmouth FC, recruitment events, and awards.
With finite budget we maximized each activation with creative ideas, like shipping our OOH billboard ad on a cake to prospective clients, sending valentines chocolates as part of a winback campaign, and dishing out ice creams on a hot day at a recruitment event in London.
WHAT MOVED
By ensuring sales felt heard, building assets that were relevant, and avoiding the marketing fluff, the sales team hit their targets.
During my tenure, Jobsite won several recruitment awards, and consistently punched above its weight.
PROOF
1 happy sales team
10+ recruitment industry awards
1 ‘Tiger’ award for employee of the year