Brew Interactive

GovTech

Client Story

At A Glance

500

Over 500 Candidates Recruited

82.5%

Decrease in Cost per Applicant

Backstory

The Government Technology Agency (GovTech) is a statutory board of the Singapore government, under the Prime Minister’s Office. It was restructured from the former entity Infocomm Development Authority (IDA) of Singapore and officially legislated in Parliament in 2016.

GovTech works towards empowering Singapore with possibilities through info-communications technologies.

Backstory

The Government Technology Agency (GovTech) is a statutory board of the Singapore government, under the Prime Minister’s Office. It was restructured from the former entity Infocomm Development Authority (IDA) of Singapore and officially legislated in Parliament in 2016.

GovTech works towards empowering Singapore with possibilities through info-communications technologies.

Challenge

Challenge

From making their roles seem enticing to attracting top talent – government agencies have it tougher when it comes to recruiting.

GovTech (IDA at that time) found themselves in a similar position. They were looking to hire young, talented developers as Technology Associates to be part of their growing team.

They advertised the role in newspapers and magazines only to receive an underwhelming response. They incurred a high cost per applicant in return for very few successful hires.

They realized that they could no longer purely rely on traditional marketing methods and needed to modernize their recruitment marketing strategy to reach the right prospects.

Enter Brew Interactive.

Solution

Brew Interactive was brought on board to improve their recruitment marketing strategy and attract a greater number of candidates.

On speaking to the team and gaining deeper insights into their company, recruitment goals, and target audience, we put together detailed buyer personas to steer the marketing strategy in the right direction.

The target audience was identified to be young developers with a background with Computer Science.

We first felt the need to educate prospects about the Technology Associate role and generate interest. Keeping that in mind, we designed an optimized landing page that was meant to through light on the role, IDA, and the work they do.

Interested prospects were encouraged to fill a form and share their details at the end of the landing page.

Once the landing page was ready, we needed to target the right prospects with relevant communication and reach them where they are.

We ran targeted ads across multiple networks such as Google Display and Facebook.

We also set up a custom Facebook page app which was a mini version of the main landing page. The ads we ran directed users to the landing page or the Facebook page app.

Custom Facebook Landing Page App

Results

Our strategic efforts in boosting their recruitment strategy through relevant communication, precise targeting, and the appropriate selection of advertising mediums helped them get closer to their recruitment goals in a cost-effective manner.

The campaign resulted in an 82.5% decrease in cost per applicant and attracted over 500 new candidates.