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The Global BPO Talent Acquisition Awards is a prestigious virtual gala that celebrates the trailblazers, innovators, and visionaries who have redefined the boundaries of talent acquisition in the BPO sector. It shines a spotlight on the best of the best, from groundbreaking strategies to impactful leaders.
How did the event make a difference as a marketing tool?
400+
Global attendees from targeted companies
85%
Of targeted decision-makers registered
for the event
30
Highly-qualified leads entered the bottom of the funnel, ready to covert into customers
+35%
Engagement
in social media during event season
7
New accounts signed within 30 days, tracing back to the event
48%
CTR on event ads, and 75% of leads converted into registrees
Some of the attending companies
The strategy behind the success
Adding real, direct value to professionals in the industry by granting visibility to individual and collective achievements.
Why does anyone want to attend a work-related event? What's in it for them? While our end goal was to get in front of key budget holders from target companies, I knew the key was making the event matter to the TA professionals and end-user teams that work there.
Nurture a sense of community and purpose in the industry by rewarding fair and ethical practices
By emphasizing the ethical and competitive importance of fair recruitment processes, we show how technology is enabling the community's strides towards minimizing bias, and encourage diversity as a vital pillar of any HR and TA workflow.
Soldify Talkpush's positioning as the leader in AI-powered automated recruitment worldwide.
As the official sponsor of the event, Talkpush is at center of using technology to optimize hiring and make it more inclusive, faster, and more enjoyable for both the candidate and the TA team behind the scenes.
Tactic #1: Partnerships
I engaged leaders and influential voices in the industry to signed them on as collaborators in organic content pieces on social media, leveraging their platforms for greater reach. Some of them agreed to take on the role of judges and speakers at the awards, which helped us raise the profile of the event and the advantages for the winners.
With so many HR and TA leaders from leading companies joining as guests, speakers and judges during event, the finalist and winning teams were able to secure direct visibility and recognition from their boss's boss for their outstanding work.
Tactic #2: Rebrand
to a world-class,
tech-forward voice and aesthetic
I worked with designers to refresh and upgrade the brand of the event, so that it conveyed the excitement of the evolving tech in HR and TA through visual language and sound cues.
We updated the website, the copywriting, all the creative and arts that would be used for the promotion of the event, and indeed saw an a significant boost in the interest around the event as a result.
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Tactic #3: Community activation
on social media (organic)
We integrated many interactive dynamics into the promotion of the event. The most notable one was the live LinkedIn poll-voting cycles we used to keep everyone involved in the progress of choosing the People's Choice Award.
Other cool stuff was turning our comment section under certain posts into a moderated forum to discuss ideas related to each of the awards, with some of our influential voices chipping in (the diversity and AI-chatbot ones were the most heated), and carried out gamified networking and question sessions during the event.
Tactic #4: Ultra-targeted ad campaigns aimed at key companies and roles, featuring dynamic and energetic creatives, monitored daily and optimized weekly for conversions.
I used advanced targeting and audience segmentation techniques based on our end user, budget holder and decision-maker personas, as well as tools like look-alike audiences. To improve the performance of our campaigns, I A/B tested creatives and copy combinations, installed pixels to track conversions, and ran different types of campaigns to combine the top-of-the-funnel power of reach and awareness with click-through, lead and conversion types more suited to those who had seen our company before.
The performance of the campaigns was above-average, as I was able to get enough reach, conversions and engagement on the ads to go above our target number of registrations well under budget.
Tactic #5: Seamless, super-easy registration and automated email funnels
I designed the touchpoint journey from lead to attendee to be as short and easy as possible, since I believe that reducing friction is one of the most important pillars of great marketing.
Using Hubspot, I wrote and automated email cadences for each stage of the funnel and created segmented mailing lists to improve open rates and minimize the risk of the email falling into the spam folder.
Overall, our emails performed very well, with a 60% open rate, 37.5% CTR on the first touchpoint (registration), and a 75% CTR on the final reminder email (join now button).
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