5CA Recruitment marketing

Lowering 5CA's recruitment costs with 40% through a targeted strategy and set of actions

Challenge

5CA is an international work-from-home pioneer, specialised in supporting the world’s biggest video game developers with local customer experience agents. Recruitment marketing is essential for 5CA.

Pre-covid 5CA was one of the few companies offering remote jobs where the support agents could work from home. Minimal effort was needed to find and hire the right people.

Post-covid however, as remote working gained exponential traction, there was a sudden need to professionalize the recruitment marketing within 5CA. Especially for certain scarce languages (e.g. Japanese, German) it proved to be quite the challenge to get people for a fair price (CPH, ROI).

The Solution:

Our approach was twofold; we focused on the organizational set-up at 5CA HQ, as well as on the full recruitment journey and corresponding tooling.

• Set up a structured recruitment marketing team (roles & responsibilities, communication, training & development and tools)
• Implementation of a new ATS system (Greenhouse) to help select the right advertising channels and optimize the recruitment funnel
• Identification of the best quality job boards per country (with resulting increase from 5 to 40 job boards worldwide), with corresponding localized recruitment strategy
• Strategy and implementation of SEA/google ads advertising
• Started testing with local social media, particularly in the Asian region: LINE, Naver, Yahoo
• Definition of the most important KPI’s & metrics (% passed language assessments, CPA, CPH)
• Built dashboards together with 5CA Data team (including the most important KPI’s & metrics).

What the
client said.

“During Covid, we took the bold decision to act anti-cyclic. We redefined our brand, our value propositions, and identity, all the while, reshaping our Marketing department. N-E helped us reinvent ourselves from a fresh outside perspective.”

Nick Pauli
5CA

The tools we
used for 5CA.

Bo Blue ocean strategy framework

Cb Competition benchmark

Ct Consumer trend canvas

Mm Market mapping

Sr Steep red analysis

As Audience sizing

Cj Consumer journey

Em Empathy map

Pc Persona canvas

Ff Financial fitness

Ia Investment analysis

Og OGSM methodology

Om Operating model canvas

Wr Wheel of reasoning

Cm Consciousness model

Cc Culture circle

Ej Employee journey

Ev Employee value proposition

Et Enneagram types

Ba Brand architecture framework

Bk Brand key

If Identity framework

Sp Strategic panopticon

Vd Value directions model

Vp Bain value pyramid

Bm BCG matrix

Bp Business portfolio map

Pg Portfolio growth model

Pm Product market grid

Vc Value proposition canvas

Bc Business model canvas

Ca Campaigning approach

Gm Go 2 market framework

Iw Innovation wheel

Th Three horizon growth framework

Tl Three lenses of innovation