Introduction

Stonegate Group, the largest pub company in the UK, faced significant recruitment challenges for a Lease & Tenancy (L&T) role in Derby. Traditional recruitment methods were not delivering the desired results, prompting Stonegate to partner with Gaia to use innovative, technology-driven recruitment strategies.  

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The challenge  

The L&T role required candidates with a specific set of skills and experience in the hospitality industry. However, Stonegate’s conventional recruitment efforts weren’t reaching a suitable audience, resulting in fewer qualified applicants and longer vacancy periods that risked impacting business operations.  

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Our innovative solution  

Stonegate collaborated with Gaia to launch a targeted, innovative recruitment campaign that combined geo-targeting, AI-driven outreach, and multi-channel retargeting to connect with ideal candidates. Key strategies included:  

• Geo-targeted campaigns: Gaia’s AI tools focused on reaching candidates within a practical commuting distance to Derby. This ensured that job ads were shown to those qualified for the role and also conveniently located.  

• AI-driven targeted outreach: Advanced algorithms identified and targeted potential candidates based on their online profiles and behaviours, matching them with the L&T role requirements. This significantly improved the chances of attracting the right applicants.  

• Multi-channel retargeting: To maintain interest and encourage applications, Gaia used a retargeting strategy across multiple platforms, reminding candidates about the opportunity and following them through their online journey.  

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The impact  

Stonegate enhanced candidate engagement and directly led to a 36% application completion rate, demonstrating the effectiveness of Gaia’s targeted campaign:  

• Total clicks on “Apply Now”: 760 clicks, with 9.34% (71) initiating an application.  

• Completed applications: 36.62% of applicants who clicked through completed the application process, resulting in 27 submissions.  

• Candidate impressions: 15.28% of the total candidate impressions (10,296 out of 67,386) were individuals who had never interacted with or been aware of Stonegate’s brand before. This highlights the campaign’s success in expanding Stonegate’s audience and attracting fresh talent.

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The campaign generated nearly 68,000 impressions, reflecting broad reach. With over 6,600 social media interactions, the engagement rate demonstrated strong content resonance and audience interest.

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Conclusion  

Through its partnership with Gaia, Stonegate successfully addressed the recruitment needs for its L&T role in Derby. The use of geo-targeting, AI-driven targeting, and multi-channel retargeting proved to be highly effective, yielding a strong pool of qualified applicants in a short time frame.  

This case study highlights how advanced, data-driven recruitment strategies can overcome the limitations of traditional methods, delivering impressive results and setting a new standard for efficiency in talent acquisition in hospitality recruitment.

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