CITY OF GheNT

Recruitment film

Not all jobs sound equally sexy, and the city of Ghent knew that all too well in their hunt for HVAC technicians. To give them a boost, we not only created an employer branding video from scratch, but also threw social media advertising into the mix for ultimate reach.

Our approach

visually heated and STRATEGICALLY SHARP

A HVAC technician faces hot challenges, but the benefits make sure no one is left out in the cold. Although, that wasn’t the easiest message to get across.

To turn the tide, we brainstormed our way to a script that puts the job’s perks front and center. Strategic social media advertising made sure the message reached the right people.

Our solution

FROM CONCEPT TO CANDIDATES

Targeted Meta Ads, closely monitored by Playo, had to boost the influx of candidates. A mix of short and long versions allowed us to test different approaches and fine-tune the campaign in a constant flow.

Using a three-phase plan, we dug deep into the target audience on Instagram and Facebook. This resulted in a reach of no less than 65,157 viewers. 21,615 of those viewers were included in the “thruplays”, i.e. viewers who watched the video for at least 15 seconds. In the end, 40 interested parties clicked through to the application page.

The result

FLASH RECRUITMENT

The campaign brought in 11 solid applications, 7 of which were deemed high quality. Four candidates were invited to take the practical trial.

In short, it’s been proven once again: the combination of an employer branding video and targeted Meta ads truly turns up the heat on the recruitment process.