Case study

Din Hørespecialist · Hearing care clinics, Denmark

627 clicks to open jobs from LinkedIn Ads in 11 months.

Din Hørespecialist runs hearing care clinics across Denmark and needed experienced hearing specialists. We put its jobs in front of audiologists and audiology students on LinkedIn, tested video, images and copy, and sent 627 clicks to the open positions.

11 months
LinkedIn Ads
Denmark

Services provided

LinkedIn Ads
Recruitment campaigns
Consumer campaigns
Graphic images and video editing
Copy and creative testing

Who we targeted

1Audience

Experienced hearing specialists
Audiology students
Adults with older parents (consumer ads)

The recruitment audience was about 600 people. On the consumer side, it was the children and grandchildren who responded most.

2Industry

Hearing care clinics
Ear, nose and throat clinics
Hospital audiology departments

3Company size

All sizes

Targeted by job title and employer, not company size.

4Job titles

Audiologist
Clinical audiologist
Hearing aid specialist
Audiology assistant
Audiology technician

5Countries

DKDenmark

All ads in Danish. Consumer ads ran in selected Danish cities.

The numbers

The right specialists saw the jobs, and clicked.

Results from Din Hørespecialist's LinkedIn Ads reports over 11 months.

627

Clicks to open jobs

Clicks from the recruitment ads to the job pages on the website and on LinkedIn.

237

Hearing test visits

People the consumer video ads sent to the client's online hearing test.

3.95%

Engagement rate

On the single image job ads, against a 0.5% benchmark.

46,604

Recruitment ad impressions

Times the job ads were shown to a group of about 600 hearing professionals.

Videos with real people

2.88%click-through rate on the recruitment videos

We tested nine videos, five of them with employees talking about the job. Videos showing real people beat text-only ones, and short copy in bullet points won. People clicked more than eight times as often as the LinkedIn average.

LinkedIn average click-through rate0.35%

Din Hørespecialist recruitment videos2.88%

Click-through rate is clicks divided by impressions, as reported by LinkedIn over the whole engagement. The 0.35% average is the benchmark quoted in the reports.

ChallengeHiring from a very small pool of specialists

Din Hørespecialist had open positions for hearing specialists in clinics around Denmark. Only one university trains audiologists and one school trains audiology assistants, so the pool of candidates is small.

The goal: get experienced hearing specialists to look at the open jobs.

SolutionEvery ad type, aimed at the same few hundred people

We targeted audiologists, hearing aid specialists and audiology assistants by job title and employer, then added audiology students. Three recruitment campaigns went live at once: video, single images and a LinkedIn job ad. A separate consumer track used video to reach adults with older parents.

We tested length, intro and people versus text on the videos, then six versions of the copy. On the images, the angles that won were local ownership and running your own clinic. We added images for each clinic town and, later, spotlight ads with the reader's name.

ImpactHundreds of specialists looking at the jobs

The recruitment ads were shown 46,604 times and sent 627 clicks to the open jobs. The videos were watched to the end 660 times and reached a 2.88% click-through rate. On the consumer side, the ads sent 237 people to the online hearing test.

627 clicks to open jobs from a specialist audience of about 600 people.

How we helped

What we did, and when

Recruitment ads from the first month, tested and refreshed until the end.

Month 1
Strategy and targeting
Strategy workshop, the client's selling points as an employer, a title-based audience of hearing specialists, and graphic images and video edits for the ads.
Month 1
Launch
Video, image and job ads went live. In the first weeks the images reached a 3.89% click-through rate and the best video 17.86%.
Months 2 to 10
Testing and optimisation
Students added to the audience, copy tests on the best videos and images, images for each clinic town, then spotlight ads.
Month 11
Results
627 clicks to open jobs, 46,604 impressions and 660 full video views.

Month by month

The video audience kept growing.

Recruitment video views at each report, with the click-through rate to date.

Video views

Recruitment videos, totals at each report.

Watched at least 25%Watched to the end

6326
Month 211.28%
1,659544
Month 62.89%
2,233660
Month 112.88%

How we count. Months are counted from the strategy workshop and launch; month 11 is the final summary report. All figures come from Din Hørespecialist's three LinkedIn Ads reports. Clicks to open jobs is the sum of website clicks from the video, image and spotlight ads and clicks on the LinkedIn job ad. Impressions are the sum of the four recruitment ad types. Click-through rate is clicks divided by impressions as reported by LinkedIn, and the chart shows totals to date at each report. Hearing test visits are the conversions LinkedIn tracked on the online hearing test page. The 0.35% and 0.5% benchmarks are the ones quoted in the reports.

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