How Nurses.co.uk increased self-service revenue by 172.5% after moving to Jobiqo

A clearer purchasing journey, stronger product presentation and integrated recruitment marketing helped Nurses.co.uk more than double its self-service revenue in a challenging UK recruitment market.

Nurses.co.uk, part of the Niche Jobs group, operates specialist recruitment platforms for the UK healthcare and care sectors. Following its move to Jobiqo, self-service revenue for the equivalent November-to-June period increased by 172.5% year-on-year, with the monthly average reaching 2.72x the previous year’s level.

When the business moved to Jobiqo, increasing self-service sales was one of the key commercial opportunities behind the migration. Recruiters needed to be able to understand products quickly, choose the right option with confidence and complete purchases without friction.

Eight months after launch, the commercial impact had become difficult to overlook.

The improvement came during a challenging period for the UK recruitment market, when other revenue streams were under considerable pressure.

Turning self-service into a meaningful growth channel

Several factors influence commercial performance, and platform technology cannot take sole credit for revenue growth. However, the Nurses.co.uk team believes the new customer experience has made a material difference.

The point-of-sale presentation is more professional, helping recruiters clearly understand product value before purchasing. The buying journey is cleaner, with a guided workflow, clearer product choices and a straightforward payment process.

For a self-service model, these details matter. Customers must feel confident in their decisions and clear about expected outcomes.

The new platform makes that decision easier.

One recent transaction illustrates the change: a customer completed a high-value bundled purchase in a single self-service order, something that was previously far less common.

Adding multi-channel reach with Jobiqo AIR

The migration also connected the Nurses.co.uk self-service journey with Jobiqo AIR (Automated Intelligent Reach), Jobiqo’s automated recruitment marketing solution.

Jobiqo AIR helps job boards and recruiters extend the reach of vacancies beyond the traffic already coming to their own website. Jobs can be promoted across additional channels such as job aggregators, Google and social media, depending on the campaign and target audience.

This is particularly relevant in a market where relying only on organic job board traffic is often no longer enough. Many suitable candidates are not actively visiting job sites every day. They may instead encounter a relevant vacancy while searching on Google, browsing social media or using another recruitment platform.

Jobiqo AIR is designed to make these additional channels easier to access and manage. Rather than requiring each recruiter to set up separate advertising accounts, campaigns and tracking processes, the distribution can be embedded directly into the job board’s product and purchasing journey.

For Nurses.co.uk, this means recruiters can buy a standard job advertisement and add broader promotion through channels such as Meta and Google as part of the same transaction.

From a job posting to a recruitment campaign

The integration changes the nature of the product being sold.

Instead of offering only space on a job board, Nurses.co.uk can provide recruiters with a more complete recruitment advertising package. A vacancy can be published on Nurses.co.uk and then promoted to additional audiences through paid search and social channels.

This gives employers a clearer route to additional reach when a standard posting is not sufficient. It also enables Nurses.co.uk to serve different customer needs through a broader range of products, from straightforward job listings to enhanced multi-channel campaigns.

The early response has been positive. Customers are actively selecting the Meta and Google packages available through Jobiqo AIR, while the Nurses.co.uk team reports that promoted and upgraded jobs are generating more applications.

The improved performance matters because it supports both sides of the marketplace:

• Recruiters receive greater reach and more applications for their vacancies.
• Nurses.co.uk can increase the value of an individual self-service transaction.
• Campaign delivery can be scaled without creating the same level of manual work for the sales and operations teams.

Automated recruitment marketing behind the scenes

Although the customer sees a relatively simple upgrade option, the campaign workflow behind it is more complex.

Jobiqo AIR supports the setup, distribution and management of recruitment advertising campaigns across multiple external channels. Campaign parameters, budgets and job data can be passed from the job board into the relevant advertising workflow, reducing the need for manual campaign creation.

The objective is not simply to distribute a job as widely as possible. It is to use the available budget in channels that can contribute relevant candidate traffic and applications.

For job board operators, this creates the opportunity to add programmatic recruitment marketing to their existing product portfolio without building a separate campaign management operation from scratch.

For recruiters, it provides a simpler way to access channels such as Google and social media through a supplier they already know.

Connecting e-commerce, distribution and performance

The Nurses.co.uk implementation demonstrates why recruitment marketing works best when it is connected to the job board’s e-commerce and product structure.

If multi-channel promotion sits outside the main buying process, it can be difficult to explain, sell and operate. Recruiters may need to speak to a sales representative, approve a separate campaign or manage additional suppliers.

By embedding Jobiqo AIR packages directly into the self-service workflow, Nurses.co.uk can present enhanced reach as a logical extension of the core job advertising product.

Customers can see the available options at the point of purchase, understand what additional promotion is included and complete the order within one buying journey.

That combination of clearer product presentation and integrated delivery appears to have contributed to the increase in customer confidence described by the Niche Jobs team.

More than a platform migration

Moving an established job board is rarely a simple technology project. Existing products, customer accounts, payment processes and operational workflows all need to continue working, while new services must be introduced without making the buying experience more complicated.

For Nurses.co.uk, the migration also involved connecting the platform’s e-commerce workflow with the campaign automation behind Jobiqo AIR.

The work required close cooperation across the Niche Jobs and Jobiqo product, engineering and commercial teams.

Building from a stronger commercial base

The first eight months provide an encouraging signal rather than an endpoint.

Nurses.co.uk and Jobiqo continue to refine the platform and improve how recruiters purchase and promote vacancies. The results demonstrate what happens when product design, e-commerce and recruitment marketing are aligned into a single, efficient experience.

For Nurses.co.uk, that has already turned self-service into a significantly stronger revenue channel.

For Jobiqo, it reinforces a simple principle: job board technology should not only improve how a site operates. It should help the business sell more effectively, expand the reach of its vacancies and deliver better recruitment outcomes for its customers.