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How Kelly Services used SoPro campaigns to drive sales without building out internal business development teams

Company profile

Location:

UK

Product/Service:

Staffing and recruitment

Deal cycle:

2 weeks - 6 months

Target profile

Location:

UK & Ireland

Company size:

51+

Role/Function:

Senior HR and Talent roles

How Kelly Services used Sopro's targeted personalisation to deliver new leads

Headline Results

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£40 cost per lead
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5% lead rate
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19% response rate
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£40 cost per lead 5% lead rate 19% response rate

Company description

  • Kelly founded the temporary staffing industry in 1946, and has maintained a leadership position through the years based on a valuable premise: we invest in people. Today that focus benefits our customers wherever they operate around the globe—in a growing number of specialized fields.
  • The focus of this campaign is KS project and life science offerings. Life science operates on a contingent recruitment model. The project offering is a hybrid model, focusing on supporting internal recruitment teams with the more tricky roles to source – roles in high demand; niche roles; high volumes, expansions into different territories etc. It’s a partnership approach, with assistance/expertise offered around mapping local talent for geo expansions etc.

Objectives

  • The purpose of this campaign is to identify and engage with senior stakeholders – introduce the KS proposition and invite the prospect onto a qualifying call before progressing the conversation.

Campaign performance breakdown

Here's how the campaign performed across each of the industry verticals and company size brackets in scope.

Sector Prospects Open Rate % Response Response % Leads Leads % Cost per lead
Pharmaceuticals 983 37.03% 187 19.02% 49 4.98% £40.12
Hospital & Health Care 704 34.52% 135 19.18% 38 5.40% £37.05
Biotechnology 320 40.94% 57 17.81% 13 4.06% £49.38
Medical Devices 261 34.48% 49 18.77% 12 4.60% £43.50
Research 254 36.22% 47 18.50% 13 5.12% £39.08

 

EMPLOYEES Prospects Open Rate % Response Response % Leads Leads % Cost per lead
51 – 200 360 38.33% 88 24.44% 17 4.72% £42.35
201 – 500 271 38.01% 61 22.51% 17 6.27% £32
501 – 1000 224 32.14% 42 18.75% 10 4.46% £44.8
1001 – 5000 384 33.33% 77 20.05% 28 7.29% £27.43
5001 – 10000 302 43.71% 58 19.21% 14 4.64% £43.14
10001+ 947 34.74% 137 14.47% 35 3.70% £54.11

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