In a significant move to boost its digital media presence, global recruitment giant Hays Recruitment has appointed Bench Media as one of its digital media agencies of record. Bench Media will oversee media planning, buying, and strategic execution across key digital channels, including social media, dynamic display retargeting, and digital out-of-home (DOOH) advertising.
Bench Media will leverage its proprietary technology, Bench Connect, to centralize data from all campaigns, allowing Hays to gain a holistic view of their performance. This partnership marks a new chapter in Hays’ marketing efforts, designed to create seamless connections between employers and job-seeking candidates across B2B and B2C campaigns.
Collaboration for Enhanced Performance
This collaboration will see Bench Media working closely with Indago Digital, which has been handling Hays’ paid and organic search strategies since 2021. By combining their expertise, the agencies aim to deliver highly targeted, personalized campaigns that drive results.
Ori Gold, CEO and Co-founder of Bench Media, emphasized the value of this partnership:
“We are thrilled to add such an iconic brand as Hays Recruitment to our client roster and bring fresh ideas and technology to bolster their digital media activities.”
Innovative Strategies and Personalization
In a constantly evolving recruitment landscape, Gary Nissim, Founder and MD of Indago Digital, highlighted the importance of flexibility:
“In 2021 and 2022, campaigns were candidate-focused due to a buoyant economy. Moving into late 2023, a downturn in the economy made campaigns shift to be more employer-focussed.”
Gold further added that Bench Media will deploy innovative strategies, such as targeting companies through office building lobby screens and delivering customized ads to potential candidates based on their skills and job titles. He believes that combining personalization with precise targeting leads to superior results.
“We typically see better performance when combining a certain level of personalisation with precise targeting, and that’s really exciting!” shared Gold.
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Bench Connect: A Game-Changer for Campaign Transparency
The introduction of Bench Connect, a cutting-edge technology, is poised to enhance Hays’ ability to evaluate campaign performance across multiple channels. Laura Dalziel, Marketing Director for Australia & New Zealand at Hays Recruitment, expressed her enthusiasm for this advancement:
“Their addition provides us with access to previously untapped channels and data sets, while their Bench Connect technology allows us to see all campaign activities in the same place.”
This partnership empowers Hays to focus on its business growth objectives, ensuring that they continue to match top-tier talent with the best employers, cementing their role as a leader in the recruitment industry.
Future Outlook for Hays’ Recruitment Campaigns
The leadership for the Hays account at Bench is spearheaded by Erin Fraser (Digital Strategy) and Ben Farnsworth (Strategic Partnerships), who are keen on exploring new opportunities to drive innovation in Hays’ recruitment marketing efforts.
With Bench Media’s cutting-edge strategies, Hays Recruitment is set to amplify its reach and maintain its competitive edge in the fast-paced world of recruitment. The addition of Bench Media to Hays’ marketing ecosystem represents a milestone in their journey to revolutionize the way companies and candidates connect.
