Kforce

The amount of traffic Indeed provides is significant.

Todd Duclos, Product Manager - Digital Applications Kforce
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One of the most prominent names in staffing uses Indeed to drive a large volume of new, high-quality applicants to Kforce.com.

Background

Kforce (NASDAQ: KFRC) is a full-service professional staffing firm providing contract and direct hire staffing solutions for hiring organizations and career management for job seekers in these specialty skill areas: Technology, Finance & Accounting, Clinical Research, Healthcare, Government Solutions through KGS and Outsourcing Solutions through Kforce Global Solutions. At Kforce, they believe that Great People = Great Results®.

In its effort to drive increased traffic directly to its website, Kforce chose Indeed’s pay per click (PPC) sponsored jobs.

“We use Indeed specifically to drive candidates to Kforce.com,” said Todd Duclos, Product Manager – Digital Applications for Kforce.

Indeed has been able to refer more qualified job-seeker traffic to us than Google.

Todd Duclos, Product Manager – Digital Applications
Kforce

Approach

Having used PPC advertising in the past, the client was familiar with the process, but because of the specialized markets in which Kforce recruits, the solution needed to drive the right kind of candidates directly to the client’s jobs on its website.

“The amount of traffic Indeed provides is significant,” Duclos said. “Indeed has been able to refer more qualified job-seeker traffic to us than Google.”

Over time, Kforce’s approach changed as traffic from Indeed increased.

“What was really surprising to me was the rate at which Indeed’s awareness grew – growth in terms of driving unique users,” Duclos said.

This increase inspired the client to raise its Indeed advertising budget significantly over time.

“There’s a ratio that occurs with an increase in spend to an increase in traffic,” Duclos said. “With that increase, we’ve seen a corresponding increase in traffic, applicants and placements.”

Results

Kforce has seen the following success metrics from sponsoring its jobs on Indeed:

  • About 15 percent of all visitors from Indeed converted to applicants
  • Kforce made more than 250 placements from Indeed in its first year of sponsoring jobs
  • Within a five-month period, approximately 300,000 visitors were generated from Indeed, and 65 percent of those visitors were new

“On average, we place approximately 1 percent of applicants,” Duclos said. “It’s higher with Indeed.”

The success of Kforce’s campaign with Indeed enabled it to reallocate its marketing dollars.

“Indeed allowed us to re-evaluate our other sources,” Duclos said. “We were able to reduce our overall candidate sourcing spend.”

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