Background / Challenge
LeaderOne Financial (LeaderOne) employs a team of high-performing loan originators serving clients with mortgage lending needs across the country. Facing difficulty recruiting talent through traditional recruitment tactics amidst historic low unemployment levels, LeaderOne engaged Collective Measures to revamp its recruitment efforts. More specifically, LeaderOne tasked Collective Measures with leveraging a targeted list of prospective loan originators to increase awareness, consideration, and ultimately applications for employment during a 3-month email and paid media pilot.
Collective Measures developed an email campaign strategy and complementary paid media campaign that focused on content theme opportunities, messaging recommendations, campaign cadence, and measurement. Through the use of various emotional hooks and targeting based on journey phase and lead source, Collective Measures recommended an email plan for LeaderOne to connect with loan originators and encourage them to take action to learn more about employment opportunities with the organization. Email messaging incorporated various testing opportunities, including calls to action, personalization, a recruitment-specific landing page and phone number, subject lines, and content themes geared towards the lead source and action taken with previous email sends.
During the 3-month recruiting pilot, the email campaign complemented the larger paid media strategy and allowed Collective Measures to deliver 100% of the forecasted hires and 355% of the forecasted leads. The email campaign, including all email sends and versions, saw a combined open rate of 20.4%, right in line with the forecast. Collective Measures identified high-performing creative and content, and gleaned numerous insights for LeaderOne to leverage for future email campaigns and creative development.