Go-to-Market for a SaaS based recruitment solution | Vasitum

At Vasitum, we are building an AI-powered holistic recruitment solution that will help employers source, screen, interview, hire, and onboard candidates. As of April 2020, Vasitum has over 75k active candidates and 15K active recruiters recruiting from the portal.

The platform is used by companies like Snapdeal, PropTiger, Avantha, Square Yards, Lemon Tree among others.

Vasitum officially launched in Jan 2019 and I joined the team there in the month of April. Thus everything was to be done from scratch. I hired and led a cross-functional team of marketing across SEO, SMM, PPC, design, content, and brand communication. During my tenure, we did some very successful marketing campaigns that gained organic coverages and over 1M+ impressions. Some even made it to Afaqs, like this one;

Some got picked up by famous marketing handles on Instagram like
the marketing minds.

We knew from the start that this was a chicken-egg problem. So we started to scrape jobs from the third party sources including job boards and company websites. This created an artificial supply of jobs and attracted job seekers to look for jobs until we figure out how to get the recruiters. The following is one of the early videos we shot in-house to get people interested in the portal.

We coupled this with free courses for the job seekers which would help them prepare for interviews and answer interview questions with ease.

Initial traction

Initially, we were trying to be like Linkedin. Expect people to create a Vasitum profile just like Linkedin and help with sourcing as well to create a holistic platform for recruiters. We quickly realised that would be too great a risk. 

So we stuck to a few fundamentals. As part of the Initial Customer Profile (ICP), we knew we were going after individual recruiters/founders who are recruiters in startups and SMBs. 

We then zeroed in on a few things that a recruiter would require. Starting with
1. Company page to showcase the jobs and their work culture. 
2. A public job listing
3. A way to manage, pre-screen, and interview candidates as part of the ATS
4. An option to parse their own resume database (especially for recruitment agencies).

Now with the recruiter's database that we had (from Maven workforce) along with Linkedin Outreach, we started inviting recruiters to try our portal forever free. 

These were also coupled with free trials for the different tiers that we had. The data on usage (eg; how many jobs were being posted) was shared with the sales team to try and nurture these leads and convert them. 

Those who converted were given tips to make the most use out of the platform to increase retention while those who didn't convert were re-marketed with the benefits of the platform through a marketing automation platform. 

Email drip

Job seekers who sign up or enroll for the course get a series of drip emails to get them to take a step further in the funnel. So people who have signed up on the portal but who didn’t apply to jobs are marketed to apply to relevant opportunities while people who sign up for the course are marketed to sign up on the website.

The drip email campaign was performing way above our expectations, so we decided to make a similar one for the recruiters. These email drips were a series of curated text-based emails on topics that were interesting for the recruiters like the Laws HR should know, how to start employer branding, and how to give your hired candidates a good onboarding experience.

Generating free backlinks

To generate backlinks to the website, we compiled a list of long-tail keywords that were closer to conversions and had less competition. We created informative pieces on those topics and reached out to blog in that niche. Soon, we were generating good quality backlinks with no spend.

Medium to our blog growth

Initially, when we started our blog, our domain authority was low, so we were parallel publishing articles on Medium. Though the traffic from Medium wasn’t much, soon our articles on Medium were ranking for some keywords.

Utilizing Hiring Drives

Hiring drives are hirings on large scales typically done by big corporates. Since these hiring drives had no recruitment partner, we covered the hiring drives just so that we could take these drives to our blog visitors. Soon our blog category was ranking for the keyword “Hiring drives” on the 1st position. This generated traffic for us (>2000 per month) and for people who were opening the hiring drives links for which they expired we were taking them to our website and get them to sign up. These hiring drives also performed well on the social handles because they appealed to a larger pool of candidates across fields.

Google Job Indexing API

In addition to the on-page and off-page SEO, we implemented the Google Indexing API increasing our traffic from google jobs by 20% over 2 months. We also activated the affiliate marketing and content marketing campaign increasing the user base by ~15% m.o.m.

MECI for PPC

For the PPC campaigns, we segregated the audience base into several MECI​ (mutually exclusive, collectively exhaustive) grids. The idea behind segregating the complete audience base into several sections against a large number of variations in creatives and campaign strategies to determine the best possible stimuli for each section. Thus, taking personalization to a whole new level and massively improving the conversion rates.

Automated Reporting

On the analytics side, we build fully automated marketing insights and reporting platform using Supermetrics, StichData, Google Data Studio, and Google Spreadsheets. This helped us and all the stakeholders be on top of the critical metrics and automate a personalized reporting mechanism.

Building efficiencies 
On the recruiter front, the growth funnel looked like the following;
Awareness: through Linkedin outreach, cold emails
Acquisition: through courses for recruiters, e-book on recruitment metrics that matter, Free trial, and forever free plan
Activation: recruiters who sign up, create their profile and post a job on the portal. 
Revenue: recruiters who paid us for the paid tier
Retention: recruiters who paid us month after month for the paid plan
Referral: recruiters who referred other recruiters on the platofmr

We increased our activation rate by over 5% by introducing templatized versions for the job description according to the role and optimizing the number of interactions it takes for a recruiter to post a job. We also removed the need for mandatory information as part of the signup form and introduced SSO from Google to increase the signup rate. 
We also introduced a refer and earn program to incentivize recruiters to get the Standard and the SMB plan if they refer other recruiters to try the product for free.
The initial set of enterprise clients was onboarded with sales enablement. We focused on promoting jobs from these enterprise clients to garner higher traction from candidates, showcase trust with the platform from fellow recruiters and candidates as well. 
Using organic search growth hacks coupled with guerilla marketing campaigns we were able to drive cheaper sign-ups and build Vasitum a growth funnel that automatically acquires recruiters and job seekers.

Strategizing product developments

I worked closely with the UX-UI, product, sales, and the tech team to drive the product strategy flagging all possible distractions in the activation.

Dashboard

In the version 3.1.3, Vasi helps to onboard candidates, recruiters, conducts pre-screening on jobs and provides pertinent funnel metrics for the recruitment lifecycle.

Vasi-532x1024 ankitbagga

Building Efficiencies

On the recruiter front, the growth funnel looked like the following;
Awareness: through Linkedin outreach, cold emails
Acquisition: through courses for recruiters, e-book on recruitment metrics that matter, Free trial, and forever free plan
Activation: recruiters who sign up, create their profile and post a job on the portal. 
Revenue: recruiters who paid us for the paid tier
Retention: recruiters who paid us month after month for the paid plan
Referral: recruiters who referred other recruiters on the platofmr

We increased our activation rate by over 5% by introducing templatized versions for the job description according to the role and optimizing the number of interactions it takes for a recruiter to post a job. We also removed the need for mandatory information as part of the signup form and introduced SSO from Google to increase the signup rate. 

We also introduced a refer and earn program to incentivize recruiters to get the Standard and the SMB plan if they refer other recruiters to try the product for free.

The initial set of enterprise clients was onboarded with sales enablement. We focused on promoting jobs from these enterprise clients to garner higher traction from candidates, showcase trust with the platform from fellow recruiters and candidates as well. 

Using organic search growth hacks coupled with guerilla marketing campaigns we were able to drive cheaper sign-ups and build Vasitum a growth funnel that automatically acquires recruiters and job seekers.

Using organic search growth hacks coupled with guerilla marketing campaigns we were able to drive cheaper sign ups and build Vasitum a growth funnel that automatically acquires recruiters and job seekers. 

Learn the secret
behind high growth companies.
[contact-form-7 id="44" title="Contact form 1"]

Form

Blogs

Marketer’s guide to Markov and Shapley Multi-Channel Attribution models

Marketer’s guide to Markov and Shapley Multi-Channel Attribution models

When it comes to multi-channel attribution models, the 2 most common models are Markov and Shapley models. While there are plenty of blogs talking about these models along with the Python libraries to implement them, it was a struggle to find resources that talk about these models, not to a data scientist but a marketer. […]

Read More »
How I generated 2500+ organic leads on Linkedin on autopilot

How I generated 2500+ organic leads on Linkedin on autopilot

It was the morning after I posted a giveaway on Linkedin for marketing spreadsheet utilities I had developed while I was running my own agency. What I saw the next day was something I hadn’t expected at all. 2500+ comments 700+ Likes and 300+ connection requests The technique was simple, get people to comment in […]

Read More »
How to Predict Sales using Machine Learning

How to Predict Sales using Machine Learning

When it comes to forecasting sales, most marketers rely on a simple function in excel, sometimes their boss’s fancy or even wild conjectures. While realistic forecasts are hard to put together, marketers can leverage pre-built machine learning regression models to their use. This now only gives realistic and pretty accurate predictions about your sales and […]

Read More »
How to do AB testing, the fail-proof way!

How to do AB testing, the fail-proof way!

Marketing is science, an iterative process that involves testing and one of the common practices in testing is the A/B test. But unfortunately, over 90% of AB tests that are conducted, are done with the right intention but the wrong method. Typically this has got to do with Type1 and Type 2 errors with Type1 […]

Read More »
3 ways you can use machine learning in your marketing today!

3 ways you can use machine learning in your marketing today!

While machine learning and artificial intelligence are making news every now and then, it hasn’t changed the way we do marketing. Most marketers rely on the pre-built models in tools to guide their way through machine learning. While there are challenges in terms of learning python and implementing a lot of the machine learning models […]

Read More »
Steps to advance AdWords search campaign audit

Steps to advance AdWords search campaign audit

If you are working in a niche market, search networks on AdWords and bing are bound to give you the most relevant traffic on your website. Here you have control over what search terms to target and optimize for long-tail keywords that have higher conversion rates. This scenario might sound like an SEO problem but […]

Read More »
Email tactics that 96% of email marketers don’t know!

Email tactics that 96% of email marketers don’t know!

In 2019, global email users amounted to 3.9 billion users (Statista, 2020). This figure is set to grow to 4.3 billion users in 2023. That’s half of the world’s population. With such a ubiquitous channel for communication, companies rely heavily on email marketing to grow sales in the pursuit of cheaper conversions. But off late email marketing […]

Read More »
Do these 5 things before your next marketing plan

Do these 5 things before your next marketing plan

Be it your assignment in your job application or a client pitch for your agency, if there is one thing people ask for is a Digital Marketing Plan. I am not going to bother you with free templates to design your plan, instead what I am going to focus on is the way to think […]

Read More »
Master your email marketing with these 6 Golden Pro Tips

Master your email marketing with these 6 Golden Pro Tips

Since the dawn of the internet age and the invention of the popular mailing service HotMail, one of the most profitable and of course misused marketing channels is email. If you are a marketer living in India you are fortunate enough to have the most relaxed rules when it comes to email marketing. Refer to […]

Read More »
3 highly secret Facebook marketing hacks!

3 highly secret Facebook marketing hacks!

If you are doing paid media marketing, chances are you must be heavily relying on Facebook to fuel your marketing ROI. While ads and landing pages are a good place to start optimising your Return On Ad Spends (ROAS), nothing is more important than targeting the right audience. You can’t expect to sell dog food […]

Read More »

Subscribe to my newsletter

[contact-form-7 id="919" title="my form"]

Form

Copyright © 2020. AnkitBagga. All rights reserved.
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram