Case Study: My Jobs Kenya

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Case Study: My Jobs Kenya

Company Overview: My Jobs Kenya is a leading online job portal connecting job seekers with employers in Kenya. The platform focuses on providing accessible employment opportunities to Kenyan youth, a critical demographic in the nation’s labor market. With a goal to enhance their online presence and attract a larger volume of job-seeking visitors, My Jobs Kenya partnered with us to drive more targeted traffic to their website through a combination of Facebook Ads, Google Ads, and organic SEO strategies.

Challenges:

1. Audience Targeting: The Kenyan job market is highly competitive, especially for younger job seekers. The challenge was to create an effective strategy to specifically target the youth demographic in Kenya who are actively seeking employment.
2. Increased Competition: Several other online job portals were already targeting the same audience, making it difficult to stand out in a crowded marketplace.
3. Brand Awareness: Despite being a well-established platform, My Jobs Kenya faced challenges in building brand awareness and engaging with the youth audience through the right channels.

Approach:

To tackle these challenges, we implemented a multi-channel strategy combining Facebook & Google Ads with a comprehensive SEO approach.

1. Facebook Ads Strategy:

• Targeting: We set up detailed targeting parameters on Facebook Ads, focusing on Kenyan youth aged 18-35. This group was further segmented by interests, such as job search, career development, and education.
• Ad Creative: Engaging and informative ad creatives were designed to highlight the unique value propositions of My Jobs Kenya, including the ease of use, job variety, and the platform’s credibility in the Kenyan market.
• Lead Generation: We employed lead generation ads to capture interested job seekers’ details, driving more qualified traffic to the website.
• Engagement Ads: These were designed to raise brand awareness and foster engagement through interactive content like quizzes and polls related to career choices.

2. Google Ads Strategy:

• Keyword Targeting: Using keyword research tools, we identified high-volume search terms relevant to job seekers in Kenya. This included terms such as “Kenya jobs for youth,” “graduate jobs in Kenya,” and “career opportunities in Nairobi.”
• Campaigns: We ran targeted campaigns using Google Search Ads, Display Ads, and Retargeting Ads to ensure visibility on both search engine results pages and across relevant websites.
• Geo-targeting: To enhance local relevance, we incorporated geo-targeting within Google Ads, focusing on major urban areas such as Nairobi, Mombasa, and Kisumu, where most of the youth job seekers are located.

3. SEO Strategy:

• On-page SEO: We optimized My Jobs Kenya’s website content, including job listings, blog posts, and landing pages, to target high-ranking keywords relevant to the job market in Kenya.
• Technical SEO: Ensured that the website was mobile-friendly (as a large percentage of Kenyan youth access the internet through mobile devices), fast, and free from technical errors that could hinder search rankings.
• Content Creation: We published blog posts and guides on career tips, interview preparation, and CV writing, which helped position My Jobs Kenya as a trusted resource for job seekers.
• Local SEO: We focused on optimizing the website for local searches to ensure that My Jobs Kenya was visible in Kenya’s search engine results. This included registering the site with Google My Business and ensuring NAP consistency across listings.

Results:

• Increased Website Traffic: Over the course of the campaign, we saw a 50% increase in organic traffic and a 30% increase in paid traffic from Google and Facebook Ads combined.
• Higher Engagement: Engagement metrics, including clicks and interactions on Facebook Ads, rose by 40%, reflecting a growing interest among the youth demographic.
• Improved Conversion Rates: With a targeted approach, the site’s conversion rate for job applications improved by 25%, reflecting the relevance of the traffic driven to the site.
• Brand Awareness: The campaign generated significant brand awareness, with a notable increase in social media followers and mentions.

Conclusion:

Through a strategic blend of Facebook Ads, Google Ads, and SEO, we successfully enhanced My Jobs Kenya’s online visibility and drove highly relevant traffic to their site. By focusing on the Kenyan youth audience, we helped the platform connect with job seekers more effectively, increase brand awareness, and achieve tangible improvements in site traffic and conversions.