Mangazeya Mining (HR): 1,836 candidates into the community at $0.50, $912 budget
Updated:
The task
Mangazeya Mining is a company in the mining industry. The task was not about SMM but about hiring: recruit staff for the sites. The difficulty is that a candidate here does not look for work through a social feed — the audience is narrow, rotation-shift, geographically scattered, and the usual job boards produce few responses for such vacancies.
As the entry point we chose not an application form but a VK community: the candidate subscribes, sees the conditions, the shifts and life on site — and applies when ready, not at the moment the ad is shown.
What we did
Launched targeted advertising on VK with the “community subscription” objective. Worked for volume: not one-off spikes for a specific vacancy, but a systematic build-up of a candidate base within the allocated budget.
Results
- Ad budget — $912 (including VAT)
- Candidates brought into the community — 1,836
- Cost per subscriber — $0.50
Insights
$0.50 per candidate in mining is a price usually seen in mass consumer niches, not in industrial rotation-shift hiring.
A community as the entry point works better for hiring than a direct application form: vacancies are closed in waves, and the collected base remains. Every next vacancy reaches these 1,836 people for free — you pay once and can fill positions for years. A direct application does not accumulate like that: no response now — contact lost.
For HR marketing in industry the takeaway is simple: count not the cost of a response to one vacancy, but the cost of a candidate in a base that serves the entire hiring flow.
