[Case Study Report] Achieved 15 Applicants and 3 Hires in Engineer Recruitment Support Utilizing X Ads

We provided recruitment marketing support aimed at hiring engineers.

As a result, our recruitment strategy centered on X (formerly Twitter) ads led to 15 applications and 3 hires with an ad spend of 30,000 JPY.

This case is a practical example that generated recruitment results even on a low budget by creating an 'Awareness -> Interest -> Application' funnel using SNS ads, rather than relying on traditional job boards.

[1. Background: Intensifying Competition in the Engineer Recruitment Market]

The target company faced the following recruitment challenges:

- Decrease in applications via job boards
- Soaring cost per hire
- Lack of awareness among engineering talent
- Corporate culture not being conveyed through job descriptions alone
- Lack of know-how in recruitment PR

Especially in the engineer recruitment market, it is difficult to attract applications if the company is unknown, increasing the importance of building awareness.

BOTANICO designed an SNS recruitment marketing model utilizing X ads to address these issues.

[2. Strategy Overview: Designing a Recruitment Funnel with X Ads]

In this project, we emphasized a design that encourages applications after candidates develop an interest in and deeper understanding of the company through SNS, rather than just using job ads.

The main strategies were as follows:

■① X Ad Strategy

- Targeting for the engineer demographic
- Highlighting the development environment and culture
- Visualizing the tech stack and work styles
- Boosting recruitment PR posts to prioritize 'getting the company known'

■② Recruitment PR Content

- Employee interviews
- Introduction to the development environment
- Posts about work style and culture
- Know-how posts for engineers, creating 'empathy' rather than just 'recruiting'

■③ Funnel Design

- X Ads -> Recruitment PR Posts -> Career Page
- Posts -> Profile -> Application
- Ads -> Company Understanding -> Application

We designed a structure that 'doesn't just end with an ad.'

[3. Results: Achieved 15 Applicants and 3 Hires with 30,000 JPY Ad Spend]

- Ad Spend: 30,000 JPY
- Number of Applicants: 15
- Number of Hires: 3
- Cost Per Applicant: 2,000 JPY/person
- Cost Per Hire: 10,000 JPY/person

With typical job boards, listing fees and scouting costs tend to be high, and the cost per hire also tends to rise. In contrast, this strategy resulted in 3 hires with only 30,000 JPY in X ad spend, achieving a high ROI with a cost per hire of 10,000 JPY.

Engineer recruitment is an area where costs can easily soar, but by utilizing X ads, we were able to connect with applicants and make hires on a low budget without depending on job boards.

[4. Uniqueness: Achieving Results with Low-Budget x SNS Recruitment]

The characteristic feature of this initiative is the extremely high return on investment compared to job board expenses.

With typical job boards, it's not uncommon to get no applicants or fail to make hires even after spending on listings. In this context, our strategy achieved 15 applications and 3 hires with an ad spend of 30,000 JPY, demonstrating the effectiveness of recruitment marketing using SNS ads.

Generally, engineer recruitment often relies on:

- Expensive job boards
- Recruitment agencies
- Dependence on scouting

In contrast, this model designed a structure of:

- Building awareness with X ads
- Fostering empathy with recruitment PR
- Driving applications with an SNS funnel

The model has been confirmed to be reproducible as a 'model for completing recruitment starting from SNS.'

[5. Conclusion: Engineer Recruitment is Changing with SNS]

Through this initiative, BOTANICO has established a recruitment marketing model that can generate hiring results even on a low budget by combining:

- X Ads (Awareness)
- Recruitment PR (Empathy)
- SNS Funnel (Application)

We plan to expand this model to:

- IT companies
- Startups
- SES companies
- Development firms.