In the ever-evolving digital era, launching a new app in a competitive market requires more than just a quality product; it also demands the right and effective strategies. One of the biggest challenges for companies is to build strong brand awareness and significantly increase the number of app installations. This is especially crucial when entering a new market where the audience is not yet familiar with the brand.
JOOB, a recruitment app that launched in 2022, faced this challenge. However, through optimal strategies and precise execution, JOOB successfully strengthened its brand presence in Indonesia. What is JOOB’s secret to success? Let’s explore the brilliant strategies that you can apply to your business.
A Brief Overview of JOOB
JOOB is a leading job portal in Asia designed to meet various recruitment needs, particularly in the food and beverage (F&B) industry.
Since its launch, JOOB has facilitated job seekers and job providers with advanced features such as job searching, application submissions, and interview scheduling all within one application. With auto-filter capabilities and direct interview scheduling in the app, JOOB makes it easier for recruiters to find suitable candidates, while job seekers enjoy quick access to trustworthy job vacancies.
Business Challenges
As a newly launched app entering a competitive market, JOOB faces challenges in reaching the relevant audience, building brand awareness and increasing its installation numbers.
In this case, JOOB has chosen IDEOWORKS, the best digital marketing agency in Indonesia, to help achieve its business goals.
As a new app entering a competitive market, JOOB encounters the challenge of introducing its brand to the relevant audience and boosting download numbers. To address this challenge, JOOB has selected IDEOWORKS, a leading digital marketing agency in Indonesia, to design and execute an effective marketing strategy.
What We Do
Analyzing the Target Audience
The first step taken by IDEOWORKS was conducting a thorough analysis through internal research, journal reviews, and data from voice and word cloud departments under the Listening and Analytics department. This analysis focused primarily on two main audiences of JOOB: job seekers (those seeking employment) and job providers (employers offering jobs), aiming to comprehensively understand their needs and behaviors.
Typically, the primary target audience consists of productive generations aged between 18 and 45 years old who seek jobs with good salaries and align with their passions or skills. The major challenge faced by these job seekers during the hiring process is the lack of response after submitting applications or attending interviews.
On the other hand, job providers desire efficient and streamlined recruitment processes. Often, numerous incoming applications slow down screening procedures, particularly if used platforms do not have automatic filtering features.
Understanding these requirements, IDEOWORKS helped JOOB develop targeted messages and strategies that would attract attention and simplify usage for both groups of users.
Auditing the Channel
To formulate an effective strategy, IDEOWORKS conducted an audit of JOOB’s digital channels and assets, as well as analyzed competitors strategies within the industry.
Since its launch in 2022, JOOB has attracted over 30,000 job seekers and 300 companies, and has established social media accounts on Facebook and Instagram (joob.asia).
The audit results indicated that JOOB’s social media platforms have significant potential for increasing engagement, although content consistency needs improvement. The analysis also revealed that the audience prefers light infographics, practical tips, and motivational content, while competitors excel in utilizing video formats to reach a broader audience.
This step aims to understand JOOB’s position in the market and to design strategies that are relevant to audience needs while remaining competitive within the industry.
Analyzing Competitors
Competition in the job portal sector in Indonesia is quite intense, with several key players such as KitaLulus, Pintarnya, and Jobstreet Express. IDEOWORKS conducted a comprehensive analysis of competitors’ strategies, ranging from brand positioning on social media to audience engagement. The results of this analysis were used to create a unique strategy and differentiation that would give JOOB a competitive edge.
Campaign Idea: #JOOBLebihCepat
After identifying consumer challenges and insights, IDEOWORKS analyzed to find the right and effective campaign idea to achieve JOOB’s business targets.
Based on the audience’s challenges, both job seekers and job providers desire an app that can support the recruitment process quickly and easily. Responding to this need, JOOB positions itself as “The Most Efficient App to Get Jobs/Employees,” which is designed under the campaign #JOOBLebihCepat.
For job seekers, JOOB offers an application that is easy to register and use, while for job providers, JOOB provides features like auto-filter for automatically screening CVs and auto-arrangement for interview scheduling.
Campaign Execution
- Social Media Optimization
To build awareness and increase the number of installations for JOOB, the execution of the campaign focuses on optimizing social media channels. JOOB aims to enhance its presence on platforms such as Instagram, Facebook, TikTok and LinkedIn. Based on the analysis of the target audience, JOOB delivers relevant content that includes recruitment information, career tips and education about the app’s features and the JOOB brand itself. Additionally, JOOB shares inspiring stories from users who have successfully found jobs through the app.
Content delivered:
Each of content is also optimized with the use of hashtags such as #JoobLebihMudah, #MemesJOOB, #LebihPastiEfektif, #JOOB and #LowonganKerja. These hashtags help the audience find JOOB’s content and strengthen the brand identity on social media. Additionally, JOOB creates interactive content such as quizzes and Q&A sessions aimed at increasing engagement with the audience.
- Paids Ads
JOOB also utilizes paid advertising to reach a broader audience. IDEOWORKS selected several platforms for these paid ads, including Meta Ads (Facebook and Instagram), Google Display Network (GDN), SEM, and TikTok Ads.
- Meta Ads allows JOOB to target Facebook and Instagram users with image, video, and carousel ads. These ads are designed to showcase the key features of the JOOB application and its benefits for both job seekers and recruiters.
- Google Display Network (GDN) and SEM helped JOOB place ads on various relevant sites and search engine results. This allows JOOB to reach an audience that is already actively seeking job-related information.
- TikTok Ads leverage engaging video formats to showcase the benefits and key features of the JOOB application. TikTok Ads also incorporate a call-to-action that encourages the audience to download the app.
Result
After implementing the strategies outlined above, here are the results obtained:
- The optimization of social media with organic content has yielded significant results, with a total of xxx followers and xxx impressions, as well as an engagement rate of xxx. This indicates an increasing reach for JOOB’s audience and growing awareness of the JOOB application.
- The paid ads strategy also delivered significant outcomes, with Meta Ads generating over 25K clicks and 74K interactions at a low cost. SEM achieved more than 70K clicks with costs below IDR 10,000, averaging IDR 3,000 per app installation and IDR 5,000 per registration. Meanwhile, TikTok recorded over 385K interactions and gained 3K new followers.
- The UAC Android campaign resulted in more than 30K installations at a cost of under IDR 2,000 per installation, demonstrating strong cross-platform performance.
What JOOB Says About IDEOWORKS Services?
Want to Increase Awareness and Installations of Your Business App? IDEOWORKS is Ready to Help You Create the Right Strategy to Achieve Your Business Goals!
We have seen how JOOB, a recruitment app, successfully increased its awareness and the number of app installations.
Are you also interested in launching a new app but lack the right strategy? Or are you expanding your business into Indonesia but not achieving optimal results?
If you find yourself in these situations, feel free to consult with us at IDEOWORKS Agency. Why is IDEOWORKS the right choice for you? Because IDEOWORKS is the top marketing agency in Indonesia with extensive experience and insight in marketing and branding within the country.
With professionalism and a strong commitment, IDEOWORKS has successfully assisted various clients, from national to multinational companies, in achieving their business targets in Indonesia.
Don’t miss this opportunity to grow your business in Indonesia; trust your strategic needs to IDEOWORKS. Please fill out the following information and get ready for a direct consultation with our experts.
