#6 case
Help Resource
Cooperation period:
Jan 2025 – Present

Project Overview: Help Resource is a leading international recruitment operator specializing in frontline personnel for major aggregators. In 2025, our agency implemented a comprehensive strategy: ranging from building a "foundation" of branded pages to launching large-scale advertising campaigns.


Goals: There were three primary objectives:

  • Scalable Lead Generation: Ensuring a stable and uninterrupted flow of applications from drivers and couriers through targeted advertising on Meta (Facebook, Instagram) and TikTok.
  • Building Digital Infrastructure from Scratch: Creating, designing, and populating the brand's ecosystem with expert content across four social media platforms (Facebook, Instagram, Telegram, and TikTok).
  • Localization and Expansion: Adapting the marketing strategy to the specific market dynamics of Kazakhstan, Armenia, and Uzbekistan to reach the broadest possible audience of job seekers.

Initial Situation:

At the beginning of 2025, Help Resource lacked an active social media presence, which hindered mass recruitment and diminished trust among potential candidates. Our task was to build the brand's digital identity from scratch across various CIS regions and establish a high-volume recruitment funnel capable of generating hundreds of leads weekly.


Our Strategy:

We focused on positioning the company as a reliable and transparent employer. The strategy involved creating multi-language content (RU, AM, UZ, KZ) and implementing aggressive marketing campaigns on Meta and TikTok. For the Kazakhstan market, we developed a dedicated promotion track via TikTok Ads to specifically target the younger demographic of couriers. In parallel with paid traffic, we grew Telegram channels as a tool for real-time communication with candidates and to maintain a long-term applicant database.

WORK PROCESS

1
  • Market Analysis: Conducted a deep dive into the CIS mass recruitment market, analyzing competitor offerings in the courier delivery and taxi niches.
  • Infrastructure Launch: Created, designed, and verified business pages from scratch on Facebook, Instagram, and TikTok, along with local Telegram channels.
  • Visual Identity: Developed a cohesive visual style for all accounts that aligns with corporate standards and builds immediate trust with job seekers.
2
  • Funnel Architecture: Designed a lead generation funnel where social media platforms (Instagram/TikTok) served as entry points, while Telegram channels acted as real-time information hubs for lead nurturing and retention.
  • Analytics Setup: Implemented end-to-end analytics to track traffic efficiency across sources (Meta Ads, TikTok Ads) and monitor Cost Per Lead (CPL) for each specific country (Kazakhstan, Armenia, Uzbekistan).
  • Multi-language Framework: Developed a content system to engage audiences in their native languages across all target regions.
3
  • Performance-Based Content Marketing: Established regular production of video guides using high-quality stock footage. Content focused on practical recruitment aspects: step-by-step onboarding, required documentation, and detailed breakdowns of bonus systems. These videos acted as a "pre-landing" stage, addressing candidate concerns before they even applied.
  • Community Management: Organized rapid response monitoring for comments and direct messages across all channels. The focus was on providing instant vacancy consultations and handling technical objections to drive candidates toward the final action.
  • Large-Scale Targeted Advertising:
  1. Managed and optimized 15–20 Lead Generation campaigns monthly on Meta for Kazakhstan, Armenia, and Uzbekistan. The primary KPIs were maximum audience reach and maintaining the lowest possible CPL.
  2. TikTok Ads (Kazakhstan): Successfully launched a dedicated TikTok track. Using dynamic creatives and clear offers, we established a stable, low-cost acquisition channel, significantly scaling the overall lead flow.
  • Offer Testing and Localization: Performed dozens of split tests (A/B testing) on Unique Selling Propositions (USPs). We identified high-converting "hooks" for specific regions, emphasizing key perks like car rentals, volume-based bonuses, and flexible scheduling.
4
  • Daily Performance Monitoring: Implemented a real-time tracking system, allowing for immediate budget reallocation toward the most effective ad sets with the lowest CPL.
  • Lead Quality Analysis: Conducted monthly reviews of lead quality, collaborating with the client’s recruitment department to analyze conversion rates from initial application to successful hire.
  • Transparent Reporting: Provided monthly comprehensive reports covering ad spend and key metrics, including Reach, Clicks, CTR, Lead Volume, and Cost Per Lead.

RESULTS:

We have built a resilient lead generation system focused on a stable flow of applications and maintaining a minimal Cost Per Lead (CPL). In the context of mass recruitment, our primary objective was to keep the acquisition cost low while scaling the volume.

Key Achievements:
  • Consistent Lead Flow: Established a paid traffic system across Meta and TikTok that ensures a daily influx of hundreds of applications without fluctuations in volume.
  • Effective Budget Management: Achieved high targeting precision for the specific audience (drivers and couriers), keeping the CPL strictly within the client’s planned KPIs.
  • Expansion via Paid Social: Successfully tested and launched ad sets across three countries (Kazakhstan, Armenia, Uzbekistan), securing the brand's presence in the highest-converting channels.
  • Digital Infrastructure: Developed and "packaged" platforms from scratch that serve as official landing pages for ad traffic, increasing click-to-lead conversion rates through professional design and branding.
2025 Metrics and KPIs:
  • Total Leads Generated: Over 11,500 targeted applications from job seekers.
  • Cost Per Lead (CPL): Maintained an average CPL of $1.15.
  • Record Low CPL in Armenia: Achieved a lead cost of $0.94 in specific high-performance campaigns.
  • Advertising Reach: Over 4,200,000 targeted impressions, effectively capturing the maximum active demand in the vacancy market.
  • Traffic and Engagement: Generated over 125,000 clicks with a high average CTR of 1.61%.
The Help resource cooperation overview table
  • Market segment:
    International Recruitment, HR
  • Sales Market:
    CIS (Kazakhstan, Armenia, Uzbekistan)
  • Main Goal:
    Performance-based Lead Generation & Brand Presence
  • Key Objectives:
    • Building a Digital Ecosystem from scratch (FB, IG, TG, TT)
    • Maintaining a consistently low CPL (Cost Per Lead)
    • Scaling recruitment across 3 countries
  • Implemented:
    • Social Media Launch (Zero-to-Hero)
    • Ad Account Setup & Optimization (Meta, TikTok)
    • Multi-language Content Strategy (RU, KZ, AM)
    • Lead Management Automation
  • Social Media Marketing:
    • Daily Content Creation (Photo/Video/Reels)
    • Targeted Advertising (Lead Forms)
    • Community Management
    • Video Production for TikTok Ads
  • Results:
    • Total Leads: 11,500+
    • Total Reach: 4,200,000+
    • Total Clicks: 125,000+
  • Services Provided:
    • Performance Marketing (Lead Gen)
    • Targeted Ads (Meta, TikTok)
    • SMM Management (FB, IG, TG, TT)
    • Copywriting & Localization
    • Graphic Design
  • Digital Resources:
    • Instagram
    • Facebook
    • Telegram
    • TikTok
  • KPIs:
    • Avg CPL (Cost Per Lead): $1.15
    • Ads CTR: 1.61%
    • Stable Volume: 1000+ leads/month
  • Cooperation Period:
    2025 – Present
  • Documents Provided:
    • Marketing strategy
    • Content plans (monthly)
    • Ad reports (weekly/monthly)
    • Analytics & Insights
WE ARE ALWAYS EXCITED TO MEET NEW PEOPLE
Phone: +996 550 605 609, +996 555 443 380
Email: method.smm.agency@gmail.com
Made on
Tilda