IES Residential
A hiring campaign for IES's residential field crews. Our second campaign for IES, with 42% more job pages than the first, built on what the first taught us about which pages rank fastest.
Our first IES campaign: IES Communications →$The deal
How IES paid, and what the payment was tied to
Paid at kickoff
20%
of the fee, to start the work
Paid after all KPIs were met
80%
the rest, tied to the result
Ad spend
$0
No job boards or ads
Time to hit the KPI
60 days
from kickoff to first-page coverage
The client
IES Residential, the residential side of IES. It hires service technicians, apprentices and solar crews constantly, market by market.
The problem
These roles are almost never filled through national job boards, so the company needed applicants from people searching locally.
What we built
19,200 job funnels, 42% more than our first IES campaign, published in the order we expected to rank fastest.
Job funnel: one web page for one exact job search, such as a role in a specific city, with a way to apply right on the page.
01Results
The results after 60 days
The headline numbers from this hiring campaign at the 60-day mark. The campaign is finished; these figures were measured at month three.
corner run --campaign ies-residential
The Corner CLI
✓ 19,200 job funnels built
✓ 12,096 on Google page one
✓ 63% ranked in two months
Every month: $43,000 in applications · 11.2× ROI
19,200
job funnels built
42% more than our first IES campaign
12,096
on page one
63% of all pages, in 60 days
+12 pts
higher first-page rate than our first IES campaign
63% against 51%
$43,000
in applications, month one
before most pages had finished ranking
02Timeline
Day-by-day timeline of the campaign
What we did on each day, from kickoff to month three. Every campaign follows the same five steps: research the job searches, sort them by what the searcher wants, write a page for each one, publish them, then track rankings and applications. This time we already knew which kinds of pages reach Google's first page fastest, so we built those first.
03Rankings
Where the 19,200 job pages rank on Google after 60 days
Each bar shows how many of the job pages sit in each band of Google results. Positions 1–10 are Google's first page, where nearly all clicks happen. The share on the first page is 12 points higher than in our first IES campaign, on 42% more pages.
04Comparison
This campaign compared with our first IES campaign
IES Communications was the first hiring campaign we ran for IES, using the same approach on fewer pages. This table puts the two side by side; the improvements here come from publishing the fastest-ranking kinds of pages first.
| IES Communications | IES Residential | |
|---|---|---|
| Funnels built | 13,550 | 19,200 |
| On page one | 6,925 · 51% | 12,096 · 63% |
| Time to coverage | 60 days | 60 days |
| Ad spend | $0 | $0 |
| Status | finished · still ranking at month 12 | finished · measured at month 3 |
05Applications
Applications in the first month, before rankings had finished
Applications started arriving in the first month. A page doesn't need to be at the very top of Google to get applicants: many job searches are so specific that no other company has a page for them, so even a new page is the best match.
$43,000
in applications in month one, at IES's own cost per application
$0
spent on job boards or ads to get them
Once
the number of times the pages have to be paid for
For reference, our first IES campaign replaced $53,000 a month of job-board spend — $636,000 across its first year.
Own the searches your next hire is already making
2–3 months from kickoff to ranked coverage. 20% down, the rest only if it works.