Digital Marketing Case Study

A BANK AND A DIGITAL MARKETER MET ON WHATSAPP!

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Engagements: 35 645

Applications: 12 221

Shortlisted: 80

Interviewed via WhatsApp: 6 418

Hired: 13

Turn around time: 3 days

About ABSA

Absa Bank is a wholly owned subsidiary of the Absa Group. The financial institution offers a range of retail, business, wealth management, corporate and investment solutions to customers and clients across South Africa. Their core ambition is to sustainably create shared value and play an integral role in our customers’ and clients’ life journey by empowering them to achieve more and to recommend us to family, friends and business associates.

Absa is a truly African brand, inspired by their clients who are always determined to be brave and make everyone proud.

The Situation

The training provider – Red & Yellow has a long history of partnership with The Knowledge Trust based on shared-values to empower the youth through education. In their mission statement of serving their clients and African continent as a whole, ABSA set out to empower 20 young people through a Digital Marketing Learnership delivered by Red & Yellow. The learnership would also be remote to enable learners from all around South Africa to participate in this empowering program.

ABSA and Red Yellow then approached us as a long-term partner to find rockstar candidates that fit the brief and hosts that shared our values. They only had two days to deliver on these candidates for the learnership so our team needed to move quickly.

Special Ingredient

The WhatsApp application system for the Digital Marketing Learnership enabled members to apply, send documents and take interviews through WhatsApp. This meant that ABSA could receive a more accurate and complete picture of the different candidates  and thus make more informed decisions on candidates. This was especially important because the program was operating remotely. 

Automated and asynchronous interviews also meant that ABSA could meet their deadline of recruiting 20 learners in 2 days. This also resulted in ABSA saving valuable admin and scheduling time from minimum interviews. The convenience of the process ensured that the opportunity had minimal barriers to success.

The Task

The candidate brief was as follows: 
  • Number of candidates: 13
  • Location: Remote
  • Qualification: Matric certificate
  • Age: Under 30 years of age
  • Ethnicity: All races
  • Employment status: Currently unemployed and not studying
  • Growth mindset: At least 80%
  • Added Benefits: Laptop
  • Professional Communication: 80%
  • Available for interviews: Immediately, must be able to sign contracts by the 28th of June 2021 
  • Available to start: 1 July 2021
  • Stipend: R5000

The Action

The Knowledge Trust community had grown to almost 347 000 members who were fully engaged with our platform and empowered by the convenient WhatsApp application process. The campaign strategy to find a suitable candidate was as follows:

  1. Access the existing community via the weekly Saturday newsletter which our members interact with regularly, as well as social media.
  2. WhatsApp applications and interviews
  3. Send targeted emails to members that have applied for similar opportunities
  4. Utilize our Bounty Hunter Referral program.

Partners who helped us

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Engagements: 35 645

Applications: 12 221

Shortlisted: 80

Interviewed via WhatsApp: 6 418

Hired: 13

Turn around time: 3 days

The Results

The campaign for 20 Digital Marketing learners resulted in 35,645 opportunity views, 12,221 qualified applications, 80 shortlisted candidates, 1 604 interviewed via WhatsApp and 13 lives changed so far!

We have added 13 life-changing opportunities so far, to our toll of over 600 success stories in 2021 alone! 

Collaborate with us as a partner so we can find you the right candidates and spread the word of your opportunities within our trusted community!

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