Can awareness and the number of applicants be significantly increased at the same time? Can up-and-coming talent from Gen Z and professionals be addressed at the same time? For ENTEGA, we have removed these question marks!
Targeted employer branding campaigns for trainees, career starters and professionals should both build awareness of ENTEGA as an employer, but also significantly increase the number of applicants.
ENTEGA as a dynamic, sustainable employer with purpose and team spirit should also be presented in the creative implementation of advertising materials. In collaboration with Scholz & Volkmer, this resulted in a creation tailored to the campaign, which is intended to address the target group individually:
For the trainees, channels with an above-average affinity and reach in the target group were selected in 3 coordinated flights. Targeted, authentic storytelling with a clear social focus combined with performance background noise enabled a mix of awareness and uplifts in applications.
The employer branding campaign for career starters & professionals initially focused on building reach through fewer channels in the first flight. Based on learnings, these were optimized in 2 Flights and supplemented with DOOH & Spotify Flights. Through targeted front loading combined with background performance noise, all planned KPIs were met and consistently exceeded.
The uplifts in the number of applicants show the effectiveness of the campaign: The trainee campaign achieved an uplift of 79.2% compared to the previous year, the employer branding campaign for young professionals and professionals achieved an uplift of 45.9% versus PY. This not only succeeded in generating a stronger perception as an attractive employer in a highly competitive market, but also significantly increasing applications.
The collaboration with ENTEGA (and Scholz & Volkmer) shows how employer branding works today through a clever mix of segmentation, creative approach and data-based optimization. Courage and innovative strength pay off — and make the case a benchmark for other companies competing for talent.
