#2 - Definition of target group (CZ)

In this Quick Win, Michal Kosař talks about a successful employee acquisition campaign. They focused on redefining the target group and changing the advertising and creative approach. It is important to communicate effectively with candidates and understand their customer experience. Additionally, the entire journey for the target group needs to be well-defined. New creatives were developed in the Prostějov and Ostrava regions, targeting regional pride. A crucial element was the new claim and messaging addressing the candidates' needs. Communication was adjusted with employees, and after a month, there was a 215% increase in CV submissions. The branding process was more cost-effective than monitoring job boards and added long-term value. The entire position selection process took one year, but the results were successful, with a threefold increase in CV submissions per month.