B2B Lead Generation
for Recruitment Services Startup in Sweden
to Expand into a New Market in 3 Months
for Recruitment Services Startup in Sweden
to Expand into a New Market in 3 Months
How we helped Swedish social recruitment services startup win new customers in Finland, increase its presence in Scandinavia and analyze which European countries and industries to target next.
2300 leads
in first 3 months
in first 3 months
16 deals closed
and counting
and counting
6:1 Return on Investment
Company Summary
Company Summary
The Company offers recruitment services and employer branding on social media to employers. It's a fast-growing firm operating in Sweden and the USA that has ambitious plans to expand into new markets in Europe.
The Company makes it easy for its customers to recruit the right employees by presenting attractive job ads to the right people on social media. By taking advantage of personal networks and recommendations, the ads are being spread on Facebook, Instagram, and LinkedIn, as well as other platforms such as Snapchat, Twitter, Youtube, and Google.
The Company makes it easy for its customers to recruit the right employees by presenting attractive job ads to the right people on social media. By taking advantage of personal networks and recommendations, the ads are being spread on Facebook, Instagram, and LinkedIn, as well as other platforms such as Snapchat, Twitter, Youtube, and Google.
Task for Prosply
Task for Prosply
The social recruitment services company hired us to help them explore new markets in Europe, establish themselves in Finland and create a strong network of customers. The primary goal was to close as many leads as possible and strengthen their presence in Scandinavian countries. The long-term objective was to advise on what countries and industries to target next and assist in further expansion into Europe.
The Challenge
The Challenge
The main challenge was that Finland is a relatively small country, with mostly local businesses of medium size, meaning the pool of potential customers for our Customer is more narrow compared to Sweden, for example. The most developed industries are metal, chemical, and forest industry, which do not fall into the most targeted categories for the client. Taking this into consideration, we had to carry out a careful research of the market and single out any industries that would be of great value.
Scope of Work
Scope of Work
As our Customer provides recruitment services, our first and the most important task was to identify companies that are actively hiring new employees with highly specialized skills. We did very detailed market research of prospects within various industries, exploring companies websites, LinkedIn pages, and job boards, thus selecting those that were in need of hiring new staff.
Solution
Solution
After thorough research of the Finnish market and analysis of the most actively hiring industries with the specialized workforce we have decided that it would be best to target companies within the IT, Manufacturing, Engineering, Automation, Industrial, Automotive, Healthcare, Oil, Gas, Energy, etc. Taking into account the diversity of the industries we wanted to cover and the rough number of the results from the initial research, it was decided to work on each industry separately. This narrow focus increased productivity and the deliverability of our work. Additionally, during the first round of the research, the priority was given to local companies, then we went through regional businesses and switched to global companies that are represented in Finland.
The size of companies within each industry mentioned above varied as well: from 10K employees companies to ones that employ 50+ employees. It was a crucial factor that influenced our approach to each company as well as the process of identifying best leads.
We checked each company manually for any open positions currently available. The main source for such information was the company's website. In most cases, it was somewhat challenging, as websites were in Finnish, and a bit of translation job was done as well. LinkedIn served as a good source too, as quite a good number of companies - around 27% posted vacancies on their LinkedIn account page. Job websites (such as Te-Pavlevut, Duunitori, Monster.fi), and job search engines (Rekrytointi.com) helped us out as well.
It was highly important to define who should be the main point of contact in each company that fit all the above criteria. Due to the nature of the services provided by our Customer, the main focus was on HR and Recruitment departments within each company. If the company had more than 1K employees in Finland, we have targeted the most senior decision-makers in Recruiting and Human Resources like VPs of HR, Directors of Human Resources, Heads of HR and Recruitment departments, aiming at finding their corporate email addresses as well as their phone numbers. Direct phone numbers for each person were a very important part of the prospect research because initial outreach was via cold calling which proved to be effective in Sweden. If the company had less than 1K employees, we've been aiming at Managers within HR staff. When it came to even smaller businesses and startups, we targeted Human Resources staff where available, but in the majority of cases it was the top management of the company, like CEOs, Managing Directors, General Managers, and basically any executive that can make hiring decisions.
The size of companies within each industry mentioned above varied as well: from 10K employees companies to ones that employ 50+ employees. It was a crucial factor that influenced our approach to each company as well as the process of identifying best leads.
We checked each company manually for any open positions currently available. The main source for such information was the company's website. In most cases, it was somewhat challenging, as websites were in Finnish, and a bit of translation job was done as well. LinkedIn served as a good source too, as quite a good number of companies - around 27% posted vacancies on their LinkedIn account page. Job websites (such as Te-Pavlevut, Duunitori, Monster.fi), and job search engines (Rekrytointi.com) helped us out as well.
It was highly important to define who should be the main point of contact in each company that fit all the above criteria. Due to the nature of the services provided by our Customer, the main focus was on HR and Recruitment departments within each company. If the company had more than 1K employees in Finland, we have targeted the most senior decision-makers in Recruiting and Human Resources like VPs of HR, Directors of Human Resources, Heads of HR and Recruitment departments, aiming at finding their corporate email addresses as well as their phone numbers. Direct phone numbers for each person were a very important part of the prospect research because initial outreach was via cold calling which proved to be effective in Sweden. If the company had less than 1K employees, we've been aiming at Managers within HR staff. When it came to even smaller businesses and startups, we targeted Human Resources staff where available, but in the majority of cases it was the top management of the company, like CEOs, Managing Directors, General Managers, and basically any executive that can make hiring decisions.
Results
Results
We have been working with the Finnish market over 3 months and more than 2300 leads were contacted and nurtured through the sales funnel. Over the first 3 months of active sales campaign we hit the revenue target for the Finnish market with more than 16 deals closed to date. The return on investment (ROI) for Prosply Lead Generation services is currently 6:1 and the Customer is still in discussions with many of the potential customers. The majority of newly won customers is from the Finnish IT industry, most likely due to the very specific skill set required by the tech companies in Finland and a huge demand for development resources in the startup industry.
Plans for the future
Plans for the future
Due to the big success in the Finnish IT sector, we, together with the Customer are working on the outbound lead generation strategy for further expansion in Europe. We have looked into Switzerland, and the results of the primary research shows that IT, along with Financial, Medical, and Luxury Goods industries might be the most efficient to start with as they are playing a major part in the country's economy and keep growing. The plan is to move into Western Europe and fill Customer's sales pipeline with qualified leads in such countries as France, Germany, and the UK. Most likely, in each new country we will be starting with the IT sector, as companies working in this area have been the most responsive to Customer's product and due to the internal processes, they make decisions faster than other industries.
If you have similar needs and feel like it's time to fill your sales pipeline
with high-quality prospects, contact us now. Let's start boosting your sales together!
with high-quality prospects, contact us now. Let's start boosting your sales together!
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