atWork Australia is a disability employment service provider for the Australian Government, established in 2003. They work with people living with disability to become job ready and also help employers access a broader pool of talented candidates. atWork Australia delivers Disability Employment Services (DES), Indigenous Employment Services, jobactive, the National Disability Insurance Scheme (NDIS), and ParentsNext, striving for fulfilled lives and a strong and inclusive Australia through health and employment. atWork Australia was looking to switch digital agencies in 2021. After a competitive pitch, Rocket was selected as their preferred performance marketing agency to place atWork Australia as the #1 top-of-mind DES provider in the country.
Rocket was challenged to work within a set budget and timeframe to achieve four key objectives for atWork Australia's recruitment drive. They are as follows:
Rocket collaborated with the atWork Australia team to develop fresh creatives and revised messaging and launched the campaigns across multiple digital channels. The digital strategy was relatively complex as it targeted multiple personas - people looking for career changes as well as employers. Some of the highlights included:
1. Concept Creation Workshop - This step involved Paid Media specialists and Designers studying atWork Australia's target personas and their motivations. They then developed and presented brand new creative campaign concepts that turned brand messaging into impactful and relevant brand assets.
2. Channel Selection and Budget Allocation
3. Campaign Performance Optimisation - Ad campaigns were optimised based on location, audiences, ad format (video vs static), and conversion results among other factors. We also considered the path to conversion, taking into account the value of different channels to users before they make an inquiry. Based on performance, we shuffled around the budget from some Facebook Ads to YouTube Ads to drive better overall results for the campaign.
4. Tracking, Reporting and Recommendations - Rocket and atWork Australia overcame tracking challenges at the beginning of the campaign collaboratively. Regular and transparent communication resulted in better creatives, better landing pages and overall, better results and a healthy client-agency relationship.
The recruitment campaign for atWork Australia was successful, delivering short-term and long-term marketing results.
The collaborative relationship has ensured that Rocket and atWork Australia have met the business outcomes set for the digital campaigns.
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