Beyond Clicks: How Magic Layer Unveiled the Key to Hiring Success

Good help is hard to find, even when you are one of the most recognized brands in the world. So, how do you make sure you're reaching the right people? Magic Layer helped the Marketing Recruitment team of a $100B+ communication company use their ad budget wisely to attract the best and brightest talent.

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5 min read
Case Study
August 1, 2023

The Challenge

It's pretty easy to drive top-line marketing metrics like impressions, clicks, and even leads (in this case, job applications). What's hard is driving the right ones. Our client needed to know how marketing tactics related to relevant job applications.

For example, a marketing tactic that brings in lots of applications at a reasonable cost can seem like a good use of ad dollars. But what if most of these applications don't count? Moving the goal from applications to "the right applications" changes everything.

The problem is that connecting marketing tactics to offline business rules takes a lot of work. Even after you figure that out, how do you accurately assign credit? Digital attribution is messy due to the unreliability of cookies. And it's gotten worse with more devices, cookie opt-outs, and browsers phasing out third-party cookies. How can we learn enough to invest wisely?

The Solution

Magic Layer's Unified Media Mix Modeling offers a simple solution for attributing offline success without reliance on cookies. Our method was a finalist for the 2023 Gartner Marketing & Communications Awards for Excellence in Marketing Data, Insights & Analytics.

Our approach reliably identifies the best tactics to invest in, how to optimize each one, how long it takes to see results, spending floors and ceilings, and how different efforts work together.

The Results

  • We proved that continued investment in Paid Media made sense. It drove over half the quality job applications. This was twice as many as directly attributed through cookies, improving the return on investment.
  • We saved the biggest driver of quality applications from being cut. This source was on the chopping block since the last-click, cookies-based model underestimated the value of these critical impressions. It turned out that candidates seeing the job listings on this site were worth more than clicks from other sources! 
  • We created a rubric to inform decisions by detecting lags, diminishing returns, and exponential growth. This means we let the data help decide what "needs more time" or "needs more budget" instead of best practices or opinions.
  • We answered the age-old question of whether to invest in paid efforts or rely on organic channels. In this case, our client needed both. We also showed which sources worked well alone or needed the support of others. 
  • We empowered campaign optimization by identifying a small subset of metrics, out of hundreds, that were the most predictive of quality applications. We built these metrics into an on-demand dashboard, helping the team monitor performance and continuously improve the campaign.

Magic Layer's Unified Media Mix Modeling helped the Marketing Recruitment team of a global communication giant revolutionize its marketing strategy. Data-driven decision-making, powered through invaluable insights with actionable next steps, helped their client win the battle for the best and brightest in the competitive world of talent acquisition.

Thoughts? Feedback? 

We'd love to hear what you think! Email us at [email protected].

Angela Glaubitz
August 1, 2023

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