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An employer brand

After spending two years learning the inner processes, setting up and optimizing PPC ads in the company, I was able to take one step forward as a marketing manager. My main goal was still to gain as many job applicants as possible, but now it meant holistic HR marketing and employer branding. Not only PPC advertising but also social media management, e-mail marketing, website management and development, video and radio campaigns, online, direct and promotional materials for job fairs and internal materials.

Brand management and HR marketing:

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PPC advertising​​​​

  • ​target: job applicants

  • strategy based on STDC framework: 

    • firstly show general ads about the company, its services, and that there is an opportunity to get employed - to gain brand awareness and website visits from a specific location

    • show ads to particular departments according to interests

    • retarget users with a set of job positions from a specific department according to previous website visits with a call to action - "see job position detail" or "see more job positions from the department"

    • retarget users with specific job positions according to previous website visits with a set of relevant benefits and call to action - "apply now"

PPC advertising
banner 6
banner 1
banner 2
banner 3
banner 4
banner 5

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Ad content​

  • CTAs according to the strategy

  • brand claim

  • USPs

  • yellow (brand color) emoticons and a horse (from the logo)

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Ad design​​​​​

  • banners 1, 2 and 3

    • general static display ads for websites with a call to action

  • banners 4 and 5

    • engaging video ads for social media showing people work in a specific job position or specific working department

  • banner 6

    • job positions for social media in bold yellow color to capture attention and dark version for more serious job positions

    • carousel ads presenting a job position and benefits depending on a department

  • banner 7

    • carousel ads presenting more job positions from one department

​

​​​

Ad results​

  • results get better after set up of campaigns with a new strategy:

    • better acquisition (more visitors

    • better behavior metrics (lower bounce rate, higher number of visited pages per relation and longer time)

    • more conversions

  • chart: Facebook campaigns changes in comparison with the previous period of 2 months 

  • budget: for only one-third of the previous amount spent

banner 7
content examples
chart

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Social media management​

  • target: potential job applicants

  • strategy:

    • increase employer brand awareness

    • gain job offer page views

    • engage users (reactions to posts,    comments and sharing)​​

Social media management

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Social media content​

  • employee reviews of the company

  • new vacancies descriptions

  • event invitations

  • presentation of work and projects

  • presentation of company culture, benefits and offices​

​​​

Social media design​

  • photos of real employees​ by work and office interiors (posts 1 - 6)

  • own recruitment videos and short clips (posts 7 - 8)

  • graphics and photo details in brand yellow color

  • original drawn illustrations of work items

posts 7 - 8
posts 1 - 6 and content examples

​​​

Social media results​

  • results get better after publishing new types of posts:

    • better acquisition (more visitors)

    • better behavior metrics (lower bounce rate, higher number of visited pages per relation but shorter time)

    • more conversions

  • chart: Facebook and Instagram changes in comparison with the previous year

  • some posts were financially promoted

chart
E-mail marketing

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E-mail marketing​

  • target: subscribed users and potential job applicants​

  • strategy:​​

    • increase job offer page views

    • gain job applications​

​​​

E-mail content​

  • welcome e-mail (template 1):​

    • distributed automatically after subscription​

    • contains a welcome message, a selection of job offers with links from various departments, all departments and link to all offers from the department, employee references

  • newsletter (template 2):​​

    • distributed regularly

    • contains the latest job offers, a new reference from an employee and company news​

​​​

E-mail design​

  • logo with no background​

  • ​clear arrangement of elements​​

  • imagery of working people

  • original illustrations and icons representing work and work departments in brand color​​

  • exit popup form design ready for web implementation

​​​

E-mail campaign results​

  • table 1, 2 and 3:​

    • statistics of a newsletter campaign and 3 lists of audience​s

    • above-average open rate (avg is between 17-28 %) and CTR (avg is between 2-5 %)

  • table 4:​​

    • statistics of automatic welcome e-mail distribution in a period of 3 months

    • above-average open rate (avg is 50 %) and CTR (avg is 14,4 %)

template 1
template 2
popup form
chart
Websites management

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Web sites management​

  • targets: 

    • primary job applicants with job offers

    • secondary companies with service offers​ 

  • goals:

    • employer credibility increase

    • acquisition of job applicants

    • job application form submissions​

    • newsletter subscriptions

 

Web sites content and development​​​

  • employer video added to the career page and recruiting videos to job advertisements​

  • icons visually unified (images 1 and 5)

  • option to subscribe to e-mail marketing added to the contact form 

  • e-mail subscription form added to the bottom of pages (design 2)

  • interior photographs with information about participation in an interior design competition added to the career page (design 3)

  • information about a team and team photographs added to job advertisements (design 4)

  • employee reviews added to job advertisements (design 4)

  • type of cooperation moved from the bottom of job advertisement content to the right panel to be more visible (design 4)

  • right panel was set to be sticky so that the most important information and buttons are still visible (design 4)

  • possibility to send an advertisement by e-mail or share moved from the top of the advertisement content to the right panel to be more visible (design 4)

​​​

Web sites design​​

  • imagery of real employees working in firms offices with brand color details

  • icons representing work departments and benefits in brand colors

icons
design 2
design 3
design 4
icons
Video and radio campaigns

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Video and radio campaigns​

  • target: job applicants 

  • goals:

    • employer brand awareness increase

    • a higher number of web page views and acquisition of job applicants

​​​

Video and radio campaign content​

  • video 1:

    • a scene with recruiter and job applicant at an interview

    • job requirements and benefits emerge from the conversations

    • funny dialogue

  • video 2: bumper made from the main video for remarketing campaigns

  • radio spot:

    • question about job seeking and the reason why to listen

    • short company introduction, the nomination of services offered or departments

    • repeating website in the beginning and in the end

    • call to action

​​​

Video campaign design​

  • real employees acting in firms offices

  • original illustrations representing character requirements for an employee (image 1)

video 1
image 1
video 2
radio spot
Radio CampaignFrontman
00:00 / 00:20
Materials for job fairs

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Job fairs​

  • target: primary younger job applicants 

  • goals:

    • employer brand awareness increase

    • employer credibility increase

​​​

Materials for job fairs​

  • promotional materials and giveaways: coffee in a brand cup with a claim (meaning "Sympathy at first sip?") and original illustration (image 1  and 2), little chocolates with logo and brand socks (image 3)

  • invitation post for social sites (image 4)

  • photo booth props with original illustrations representing different work departments (image 5), one of the props were used also as a room decoration in a stream (image 6)

  • fair stand design (image 7)

  • flyer (images 8 and 9)

promotional materials
post and photo booth props
stand print
flyer
Internal materials

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Internal communication​

  • target: employees

  • goals:​

    • corporate culture spread

    • brand affinity strenghtening among employees

    • employer brand awareness increase

    • employer credibility increase

​​​

Internal materials​

  • e-mail signature (image 1 and 2)

  • LinkedIn cover photos for employees (image 3 and 4)

  • onboarding presentation (few slides on images and videos 5 - 16)

  • internal e-mailing (image 17 and 18)

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Internal e-mailing content

  • we made up a character of a knight (because it is in the logo), who speaks to employees in the old Czech language (like "I gallop on my steed to you with the news.")

  • the knight is signed in the end and employees can leave a message to him (button with a text meaning "Send me a postman with a letter")

  • messages from different departments like HR and reception with original funny gifs

  • tips for internally used applications

  • tips on where to use Multisport card

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Onboarding presentation

  • using a character of a knight (because it is in the logo) to show in a funny way how to introduce in a team chat or how to fill a pass to the doctor

e-mail signatures
Linkedin cover photos
onboarding presentations slides
template (part 1)
template (part 2)

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If you have a similar project and are interested in cooperation, contact me!

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