In 2024, atB Jobs launched as a modern online job portal in Bangladesh, offering job seekers a convenient and effective platform for career opportunities. Despite its potential, atB Jobs faced several challenges in gaining traction, including limited brand awareness and skepticism about the effectiveness of job portals in Bangladesh. Additionally, a significant internet and social media outage during the latter half of July 2024 posed a unique obstacle to reaching and engaging users.
Goals
To overcome these hurdles and achieve the following objectives:
- Increase web and app users
- Boost registrations and completed user profiles
- Enhance the number of job applications
Key challenges
- Lack of Awareness: With minimal pre-launch exposure, atB Jobs was
unknown to much of its target audience. - Low Confidence in Job Portals: Users in Bangladesh were generally unsure
about the effectiveness of online job platforms. - July Internet & Social Media Outage: The unexpected digital disruption
severely limited traditional digital marketing channels during the campaign’s
critical launch period.
Key Strategies & Actions
To address these challenges, Geeky Social implemented a multi-faceted digital marketing strategy using a funnel-based omni-channel approach that combined awareness, engagement, and conversion tactics.
1. Omni-Channel Awareness Campaign
To maximize visibility, we designed an omni-digital awareness campaign that targeted potential job seekers across various channels, ensuring constant engagement even during the social media outage in July. Our key tactics included:
- Digital PR and Key Opinion Leaders (KOLs): Collaborating with trusted
local influencers to build confidence among users and explain the unique selling points of atB Jobs.- Funnel-Based Strategy: A structured approach to awareness building, followed by targeted engagement and conversion efforts across digital
platforms.
2. Measurement-First Strategy
Every aspect of the campaign was tracked and analyzed. A data-driven methodology allowed us to continuously optimize our efforts, ensuring that the most effective channels and creatives were used to reach the right audience at the right time.
3. Direct Placement on Competitor Portals
To attract users already familiar with job-hunting, we strategically placed ads on competitor job portals. This tactic was aimed at redirecting potential applicants to atB Jobs by highlighting the platform’s unique benefits and job listings.
4. Conversion and App Campaigns
To boost user registrations, completed profiles, and job applications, we ran specialized conversion campaigns. Additionally, an app-focused campaign encouraged users to download and engage with the atB Jobs mobile app:
- App Install Campaign: This strategy helped increase mobile registrations and in-app job applications, targeting smartphone users across Bangladesh.
- Conversion Campaign: Focused on nurturing those who had registered but had not yet completed their profiles, encouraging them to finalize their applications through personalized messaging.
Result
Our strategic efforts resulted in significant outcomes for atB Jobs in 6 months:
- 70,000+ registered users
- 100,000+ app installs
- 52,000+ job applications
