New Scaler Marketing Campaign: New Scaler campaign targets tech companies; spend 80% of money on digital
Bengaluru-based ed-tech startup Scaler has launched a new business-to-business (B2B) campaign targeting global and local tech companies. With the campaign, the platform aims to highlight the value of hiring in Scaler’s talent pool. “The campaign aims to re-emphasize the central problem of not being able to hire quality engineers. Through this, we aim to bridge the skills gap,” Abhimanyu Saxena, co-founder, Scaler and Interviewbit, told BrandWagon Online.
In terms of marketing spend, the company claims to have set aside around Rs one crore for the new campaign. While digital platforms will account for 80% of overall marketing spend, print and outdoor advertising (OOH) will account for the remaining 20%. “For OOH and printing, our primary focus will remain phase one within Karnataka, NCR Delhi and Andhra Pradesh and Telangana,” Saxena said. In the digital realm, the campaign will run on social media platforms, such as YouTube, Facebook, Instagram, Twitter and LinkedIn.
The campaign shines a light on the persistent hiring challenges tech companies face in terms of talent shortages, high hiring costs, and inefficient processes that delay resource onboarding. Scaler plans to reach out to chief technical officers (CTOs), human resources (HR) managers, and recruiting teams.
The Sequoia Capital-backed company claims to have allocated Rs 100 crore for marketing expenditure in CY22. The company, however, declined to provide marketing spend for FY23. “Digital will continue to be our primary focus area for engagement with current and potential learners. We will also explore print and display in the future to further develop the brand,” he said.
As for the number of students enrolled on the platform so far, the company says it has onboarded about 17,000 learners on its platform since 2019. The company says that number is expected to reach 40,000 by the end of this fiscal year.
Scaler recently ventured into the co-housing space under the Scalerverse brand, a community living space for interns and ecosystem partners. Currently, Scalerverse has two centers in Bengaluru and plans to expand its presence in five major cities over the next three months. Currently, the company offers two courses – Software Engineering and Data Science and Machine Learning. Saxena added that there will be no course additions until December 2022.
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