Discover how the employer brand of Tele2 Kazakhstan boosted email conversions, grew its audience, and attracted new internship applicants using the Selzy email marketing platform.
Industry Employer Brand of the Mobile Operator
Tele2/ALTEL is one of the largest mobile network operators in Kazakhstan and a subsidiary of the global mobile and telecommunications provider from Sweden. They were pioneers in developing their own HR brand, the first of its kind in Kazakhstan. As a result, the company was awarded the best employer brand in Kazakhstan for two consecutive years in 2023 and 2024.
Before Tele2/ALTEL started using Selzy in May 2024, they used a variety of direct marketing channels, including email from several different vendors as one of the ways they communicated with candidates. The employer brand team sent out a monthly digest of their events and activities and had a contact list of 500 subscribers.
The problem was that they were using two separate email tools, each lacking some of the features they needed. One tool was used to send marketing emails to their contact list, while another was used by the company’s recruiters to send guides and other freebies to new applicants.
As it became more complicated to combine the two tools, the company decided to find a better option and began looking for a single reliable solution to become their primary communication channel.
After hearing about Selzy at the offline conference and considering the option, the Tele2 employer brand team booked a live walkthrough tour of the platform, which demonstrated all the functionality the company needed. The decision was made, and the Selzy Customer Support team helped Tele2 make a smooth transition to the new platform.
This was right before the start of the internship season for local university students and Tele2 managed to attract over 600 students via email, successfully bringing them to their website where they engaged and recruited them. These were quick and pretty impressive results that proved that email should not be ignored!
“This was the first time we had launched a large-scale internship program. Our goal was to quickly and effectively attract and engage interns and show them the opportunities at Tele2.”
— Nurym, SMM at Tele2’s Employer Brand
To keep newcomers informed, Tele2 began sending out a weekly digest in addition to the monthly digest, with updates on the latest openings, events, and activities.
Since their email audience consisted primarily of students looking for internships and jobs, the newsletters were highly anticipated. It was critical to meet their expectations by providing valuable and useful information.
To do this, the Tele2 team segmented their audience and began sending personalized materials, such as detailed guides to each step of the recruiting process and tips for graduates, along with the usual job updates. They also tailored materials for different candidate skill levels: junior, mid-level, and senior.
Candidates who didn’t initially engage were followed up with additional sequences.
“This is one of those cases where the company already has a great brand people really want to interact with. By using Selzy along with a little bit of your personal email marketing expertise, you can get detailed audience engagement analytics for each and every campaign.”
— Kamal, Selzy Representative in Central Asia
One of the biggest Selzy’s advantages for Tele2 was the new visual email builder, which allowed them to customize any email template in minutes. Previously, they had to use three separate services to design, format and convert emails to HTML.
Selzy’s flexible email builder replaced all three services. Tele2 now uploads their branded HTML templates and visually customizes them, making template creation easier.
They also use segmentation and personalized tags for better results, achieving pretty solid metrics such as a 30% open rate and 13% click-through rate (CTR).
In addition to the initial smooth and easy import of their initial contact list from their previous email solution, the built-in integration with their CRM now automates lead uploads, saving the company hours of manual work.
Another key advantage of Selzy is its ability to screen contacts before sending campaigns, identifying and removing inactive users and duplicates. This helps Tele2 optimize their costs, as the pricing is based on the number of contacts with an unlimited number of emails.
In just a few months with Selzy, Tele2’s employer brand gained over 700 new applicants through their digest, with an average conversion rate of 30%, and expanded their contact base from 500 to 1,700 users.
“We received over 1,500 new leads via email. As a result, thousands of interns got the chance to virtually tour the office and access valuable materials from our team. And we successfully filled our positions!”
— Nurym, SMM at Tele2 Space
Tele2 plans to connect Selzy with other tools and services they use. They also plan to start sending emails with legal announcements and use email email to onboard their email subscribers to the mobile app.
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