Background
Moir Group, a prominent finance and accounting recruitment agency, expanded into the ESG space in early 2023, aiming to establish themselves as a leading recruiter for ESG-specific roles. They sought Juntos Marketing’s expertise to increase awareness of this new division across digital platforms through targeted messaging and engaging visual content.
Approach
Juntos developed a 12-month digital marketing strategy grounded in insights into Moir Group’s evolving audience, with a focus on engagement patterns and retention techniques. This approach aimed to enhance Moir Group’s internal marketing, broaden their reach, and establish their position as a leader in ESG recruitment. Key components included an SEO-optimised ESG-specific landing page, high-engagement targeted emails sent to Moir Group’s prospect database, and a high-production video featuring the ESG Manager, shared across multiple channels to highlight their unique position. Additionally, a mix of organic and paid LinkedIn ads targeted new professionals, while SEO-driven thought leadership blog posts attracted web traffic. A website banner and updated email signature kept the ESG offering prominently visible within Moir Group’s network.
Outcome
Since its launch in February 2023, the campaign delivered impressive results, with 80% of landing page visitors being new, effectively expanding Moir Group’s network. Direct email and Google Search emerged as the most effective channels for driving traffic, while targeted emails achieved an open rate of nearly 50%, the highest since 2021. The campaign also led to an increase in inbound inquiries to the ESG Manager, and effective SEO efforts positioned the ESG landing page as a top performer on Google.
