Case study: Boeing recruiting goes Google
The goal of using Google AdWords was to drive more qualified candidates to the career website of Boeing at significantly lower costs. According to The Chad, “Google AdWords provided the lowest-cost advertising method employed by Boeing, yet it generated the greatest amount of traffic to the Boeing Careers sites – more than 14,500 prospects were delivered to the Boeing careers page during the course of the (three month) campaign.”
Quoting the search manager from Boeing’s recruitment communications agency, JWT, “AdWords let us use local targeting and optimize ads quickly to help maximize results.” AdWords also offered the lowest cost-per-lead and the highest volume of prospects of any advertising vehicle. Immediately following the launch of the AdWords campaign, 75 percent of the traffic to Boeing’s career sites could be tracked back to AdWords. All in all, AdWords delivered up to a 1,930 percent higher ROI than the other traditional advertising tactics used, including print advertising and job fairs. “Clearly AdWords is an excellent addition to our recruiting efforts,” concludes Mulholland. “AdWords campaigns routinely generate thousands of prospects per month, every month in a cost-effective way.”
