Work Experience
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The problem
High Cost per Acquisition (CPA)

Cygnet’s existing recruitment strategy involved placing all applicants into a central list from where they were manually matched to a relevant site and recruiter. This time-intensive process caused a severe spike in their CPA as recruiters took longer to find the right candidates.

Low number and poor quality of applicants

Cygnet’s recruitment teams grappled with the constantly low number of quality applicants for their various roles. They were also keen to find more informed & engaged candidates for some of their location-specific roles.

Brand awareness wasn’t at the desired level

Despite being a well-known brand within the healthcare sector, Cygnet struggled to showcase their career roles across different sites to the right audience. This meant that applicants weren’t always aware of the different career pathways on offer at Cygnet.

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Our solution

Transforming the existing time-consuming recruitment process was one of Cygnet’s top priorities. Springpod’s solution helped streamline their applicant-to-recruiter matching process by automatically pairing a suitable applicant to one of their 116 sites and one of their 18 recruiters.

Springpod shortened the average recruiter response time from 12 hours to just 4 minutes.

Seamless Cross Channel Execution

Springpod expertly crafted a multi-channel recruitment marketing strategy that was underpinned by Cygnet’s employer brand. The team managed Cygnet’s social presence across Linkedin, Twitter, Instagram and Facebook, ensuring the content drove brand awareness and applications from target cohorts.

End-to-end Content Management

Springpod collaborated with other Cygnet partners to create a complete content programme that refreshed the messaging for their entire applicant journey. The new approach involved:

Social Media Community Management

Springpod’s social and marketing teams worked collectively to set up paid social campaigns over a period of 4 weeks. The campaigns were frequently reviewed and optimised to ensure the target cohort were being pitched the right messages at the perfect time. The team planned, created and delivered over 80 high-performing adverts across Facebook & Instagram during this period.

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