Ancestry.com

Stepping into Social & Mobile Recruiting with Work4

Ancestry.com is the world’s largest online resource for family history, pioneering the market for online family history research and making it easy and affordable to anyone to discover, preserve and share their family history. With more than 1,200 employees around the world, Ancestry.com is committed to hiring the very best talent.

This internet-based company with a Facebook presence of nearly 600k fans is known for its cutting-edge technology and culture of innovation. No wonder Ancestry.com became an early adopter of social media recruitment and started leveraging its Facebook fan base to source candidates.

Challenges

How do you reach, attract, and source skilled candidates for managerial positions?

How do you reach and engage candidates on their mobile device?

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Ancestry’s Social Recruiting Strategy

W4 App

Ancestry.com added the W4 App to their Facebook Brand Page, allowing its fan base of nearly 600K people to access job opportunities on Facebook. This social recruiting solution allowed Ancestry.com to bring its already robust internet presence to Facebook and now gives its large number of mobile candidates universal access to its careers. They also started broadcasting jobs on social networks with W4 Ambassadors.

Mobile Recruiting Solutions

Ancestry.com decided to add a mobile recruiting component to its social recruiting strategy when it realized that the company’s mobile traffic was going up to 14% a month. With Work4’s Mobile Recruiting Solutions, Ancestry.com has enabled smartphone and tablet users to access a branded mobile career page while on the go, mobile candidates are now able to search for a job from the W4 App.

W4 Pipeline

The Work4 Ads team ran campaigns to help Ancestry.com promote its career opportunities and attract qualified applicants to its jobs. They targeted ideal candidates for specific positions such as Test Engineer, Creative Director, Digital Artist, Interactive Art Director, and Marketing Analytics Senior Manager.

Results

  • 55.2%

    1 month after implementing Work4 Mobile Recruiting Solutions, 55.2% of their job views came from a mobile device, with a 10% conversion rate. Since they’ve begun redirecting mobile traffic from their corporate website to their mobile career site, the number of mobile job views and apply clicks have increased drastically.

  • 42%

    With 42% of their W4 Ambassadors views coming from a mobile devices, the Ancestry.com use case confirms the trend: social candidates are definitely mobile.

  • 5M

    The company runs monthly Facebook recruiting ads campaigns. One $1,250 campaign received 5 million impressions and 81 apply clicks within 2 weeks, enhancing brand awareness while efficiently attracting applicants to the company’s positions in a short period of time.

  • 53%

    Ads drive 53%+ of Ancestry.com’s job views.