Background & Challenge
Our client employs thousands across New Zealand and needed to improve recruitment outcomes beyond their website and job boards. We faced three primary constraints: reaching small regional locations, managing small budgets per market, and reporting back to multiple local stakeholders. (Summary from pp.1–2.)
Target small regional areas
Ensure coverage in rural locations where talent pools are thin.
Budget efficiency
Make limited market budgets work harder with precise delivery.
Stakeholder management
Provide market-specific outcomes to multiple local teams.
Strategy
- Curated PMP sitelists with goals per market to match local context.
- Data taxonomy enabling macro-to-micro reporting by market.
- UTM standardisation to align ad data cleanly with Google Analytics.
- Operational testing & optimisation iterating sitelists over two months.
- Location data via FourSquare to enhance local targeting. (p.3)
Results
KBR Digital’s approach delivered measurable improvements in recruitment efficiency. (p.4)
Reduced CPC
More impressions and clicks within budget, improving cost-per-application.
Improved local reach
Successful delivery to rural and regional audiences.
Increased website traffic
Higher exposure and more qualified visits to careers content.
Scalable reporting
Structured taxonomy enabled detailed, market-level insights.
What We Did
Planning
- Defined priority markets and role groups.
- Matched inventory and formats to each market’s supply.
Activation
- PMPs with market-specific goals and pacing controls.
- FourSquare location data overlays for precision.
Measurement
- Consistent UTM schema mapped to GA.
- Weekly sitelist tests → promotion of top performers.
Have a Multi-Market Recruitment Challenge?
We’ll design a regional plan with precise targeting, clean UTMs, and scalable reporting.