CITY OF GENT

corporate

Not all jobs sound equally sexy. The City of Ghent also realized this during their quest for HVAC technicians. Like tailwind, we not only created an employer branding video from scratch, but we also threw social media advertising into the fight for ultimate reach.

Our approach

visually heated and STRATEGICALLY WITTY

An HVAC technician faces hot challenges, but the benefits that the job offers leave no one indifferent. Although that turned out to be no obvious connotation.

To turn that bandwagon, we brainstormed towards a script that warmly welcomes the job's advantages. Strategic social media advertising had to navigate the message to the right people.

Our solution

FROM IDEA TO INFLOW

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

Using a three-phase plan, we understood the target group 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

Bring your gift to life.

The campaign will be deployed multichannel to both a Dutch and French speaking target audience. No problem for this video, as emotion has no language barriers.

Kortom, het is eens te meer bewezen: de combo van een employer branding video met gerichte Meta Ads doet het sollicitatieproces stomen.