Job search for IT specialists
How can a Russian-speaking IT professional market themselves in Europe or the USA? In March 2021, a company reached out to us seeking help with this question. They assist IT specialists in finding jobs abroad, offering popular services such as crafting high-quality resumes, improving English proficiency, and conducting mock interviews in English with seasoned IT experts. The company was looking for ways to attract more clients. Their business model indicates they are willing to pay up to $130 for a new client who signs a contract, with a conversion rate of about 8%, meaning roughly one in twelve prospects becomes a paying client. Consequently, dividing $130 by 8% gives a maximum allowable cost of $10.40 for acquiring each contact, which is quite high. We suggested methods to generate leads at a lower cost. The company’s website was still being prepared for a relaunch, so we didn’t want to depend on it. The most reliable strategy was to focus on lead generation through Facebook and Instagram. Additionally, they launched a few lead magnets, drove traffic to their Telegram channel, and consistently held webinars. We will elaborate on lead generation via Facebook and Instagram, as it proved to be the most effective channel for client acquisition. After testing several hypotheses, we identified which creatives and messaging resonated best, refined the target audience, and tweaked the lead form. We then scaled our efforts based on these insights. The results, shown in a screenshot from the advertising dashboard, revealed an average contact cost of less than $1, significantly lower than anticipated. The lead-to-contract conversion rate remained steady at around 8%, allowing the company to acquire new clients for just $13 instead of the previous $130.