CASE STUDY

Case study HR digital marketing | Digital marketing risorse umane

AZIENDA: IQM Selezione

CATEGORIA:Other sectors

IQM Selezione is a Recruitment and Training company specializing in highly qualified personnel (HR/Human Resources sector), operating throughout Italy since 2005, with headquarters in Milan.
It is one of the “Growth Leaders 2020” as recognized by Il Sole24Ore: in just 3 years, it has tripled its revenue.

RESULTS

In 3 years, IQM Selezione, through an HR digital marketing strategy, achieved:

+40% traffic from search engines;
tripled revenue, from €561,000 to €1,524,000.

CUSTOMER SATISFACTION

“… In these 15 years of collaboration with Cdweb, we’ve gone from being a micro-enterprise with just a handful of collaborators to being recognized by the Financial Times among the 1,000 fastest-growing companies in Europe.”

— ALBERTO BAGGINI

THE CHALLENGE

The first major challenge was to rank the IQM Selezione website with top-tier category keywords, considering the fierce competition in the HR sector, including international players.
The second challenge was to define an effective and long-term digital marketing strategy to maintain stable first-page rankings for highly competitive keywords in the sector.
The third challenge: to continuously increase brand awareness and support IQM’s growth in the national market.

IQM Selezione was ranked among the “Leaders of Growth 2020” by Il Sole 24 Ore.

THE PROJECT

THE INITIAL SITUATION

In 2009, the IQM Selezione website, although somewhat outdated in design, presented itself as a good starting point forSEO optimisation. In fact, in terms of layout, it did not undergo any major changes until 2017.

THE IQM SITE SELECTION IN 2009

OBJECTIVES

The primary objective of the project: to surpass the competition with a strategic positioning of the most profitable keywords in terms of lead generation, in order to promote the growth of IQM Selezione on the market.

STRATEGY

We spent more time than usual defining the strategy for IQM.
The first part of the plan involved in-depth keyword research to identify the most important and most decisive queries in terms of conversion. This was followed by anintegral optimisation of the site (for both users and search engines) without changing the design.

ACTIVITIES

Specifically, the HR digital marketing strategy developed for IQM Selezione included several phases

– benchmarking activities and online competitor analysis;
– optimisation and SEO boost on Google.it;
– Local SEO, with creation and optimisation of the Google Local tab;
– CRO activities and call to action optimisation on the site.

THE IQM WEBSITE IN 2017
– Complete restyling of the site.
– Complex SEO migration to keep pages indexed at the top of Google SERPs for important keywords.

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