Client
Duration
Driving Diversity Through Digital Recruitment
We partnered with a regional rail operator to transform their digital recruitment strategy, creating more inclusive campaigns designed to attract broader and more diverse audiences. Through smarter targeting, refined messaging and data-led optimisation, we significantly increased applications while dramatically reducing recruitment costs.
About the project
We were appointed by a regional rail operator to overhaul their digital recruitment strategy, with a focus on improving application performance, increasing diversity across candidate pools and reducing overall recruitment costs.
Our role was to review, refine and optimise every stage of the digital recruitment journey, using audience insight, inclusive communications and targeted digital advertising to attract stronger and more diverse applicants for a range of specialist roles.
Our Approach
We conducted a full audit of the client’s recruitment touchpoints, including recruitment websites, LinkedIn, Indeed and other digital channels, identifying opportunities to improve inclusivity and reduce unintentional gender bias in both messaging and imagery.
Working closely with the client team, we transformed recruitment copy using gender bias decoding software alongside strategic copywriting expertise, helping to create more balanced, welcoming and accessible job descriptions. We also supported the diversification of visual assets to ensure imagery better reflected the audiences the client wanted to attract.
To create long-term consistency, we helped redesign the organisation’s job role creation templates, introducing clearer tone-of-voice guidance and reducing language that could unintentionally discourage applications from underrepresented groups.
Alongside these improvements, we implemented sophisticated audience targeting across digital channels, using demographic, socioeconomic, interest and location profiling to reach a broader and more diverse talent pool while improving campaign efficiency.
Results
The campaign delivered significant improvements across both performance and diversity metrics
194% increase in applications
Cost per click reduced by more than 50%
Overall advertising costs reduced by 66%
Approximately 200% increase in diversity across applicant profiles
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