Social Eagle

Breaking through in the challenging post-COVID job market.

Client
Nederlandse Spoorwegen

Project Duration
1+ Year

Channels
Facebook, Instagram, LinkedIn

Digital agency
DEPT®

In early 2021, during my time at DEPT®, I started working with for the recruitment department of Nederlandse Spoorwegen, the Dutch railway company. NS is listed amongst the ten largest employers in The Netherlands.

I initially fulfilled the role of social advertising specialist within an interdisciplinary team of media strategists, display advertisers and SEA consultants. My responsibilities included media planning and buying on Facebook, Instagram, and LinkedIn, as well as detailed analysis and reporting on campaign results.

Late 2021 I was promoted to paid media consultant, now leading the team with new innovative campaigns, technological solutions, and experimenting with our media mix in an increasingly complex job market. The COVID-19 pandemic imposed travel restrictions and therefore a significant loss of job positions. When these restrictions gradually loosened, it was a great challenge to fill all necessary job positions in time. The job market had changed, with many companies competing for scarce talent. We needed to bring our campaign strategy to the next level.

Over the course of more than a year, these were some of my highlights working for this client:

• Managed 100+ recruitment marketing campaigns across multiple channels.
• In collaboration with tech consultants, developed a custom approach for automated ads in Smartly, in order to optimise the process by allowing the recruitment team of NS to push ads on specific job openings on a daily basis without the need for a digital marketing consultant. This innovation saved the team a significant amount of time and repetitive work.
•  Introduced experiments with job ads for challenging segments on LinkedIn, which drove an increase in job applications.
• Developed a branding / consideration campaign in collaboration with the team at NS and a creative agency. The campaign’s goal was to highlight the unique benefits of employment at NS, and resulted in a significant increase in job applicants with a lower cost per job applicant than the conversion campaigns alone.
• Gave a pitch on new and creative opportunities for recruitment marketing on alternative channels Snapchat and TikTok.