Social recruiting case study G. Stenzel GmbH
- Precise targeting on Facebook and Instagram led to a direct connection with potential applicants
- Qualified applications at minimal cost per application despite high competition
- A simple and mobile application process reduced hurdles and increased the completion rate
1. the customer
2. The challenge
3. The goal
4. The solution
Target group analysis
Targeted landing page
Development of appealing ads
Social media campaign
Optimization of the application process
Ongoing campaign optimization
Optimization of advertising media
5. Results
6. Conclusion
The customer
G. Stenzel GmbH is an innovative company from Wuppertal that specializes in system and customer technology services. Managed by two ambitious brothers – a master craftsman in heating and heat pump construction and an economist – they have made it their mission to promote the expansion of heat pump technologies in their region. With the aim of actively contributing to climate protection and supporting the transition to green energy, the company was looking for committed employees who share this vision. Specifically, G. Stenzel GmbH was looking for three qualified specialists: a systems mechanic, a customer technician and a customer technology manager.
The challenge
The goal
Our goal was clearly defined: We wanted to receive at least three qualified applications for the advertised positions within 30 days. It was important to us to make the application process as simple as possible for the target group. In addition to generating high-quality applications, G. Stenzel GmbH also wanted to strengthen its perception as an attractive employer in the region.
The solution
The solution consisted of a comprehensive, data-based social recruiting strategy that was tailored to the specific requirements of G. Stenzel GmbH and the challenges of the regional labor market. The entire process was divided into several key steps to ensure maximum efficiency.
Target group analysis
The first step was to precisely define the target group and analyze their needs, interests and behaviors. We looked at what characteristics the potential applicants – plant mechanics, customer technicians and senior specialists – had in common. This included factors such as work experience, location and interests, which we were able to identify precisely using the targeting options on Meta. This data helped us to develop a clear approach that would resonate with the candidates. It was particularly important to ensure that the target group also represented the values and visions of the company and stood up for them.
Targeted landing page
Developed a special landing page that emphasized the company culture and mission to emotionally engage potential applicants and attract those who can identify with the company’s goals.
Development of appealing advertisements
Social media campaign
Targeted promotion of the landing page via social media to increase the visibility of the vacancies and appeal to a broad target group, especially younger applicants who are enthusiastic about climate protection and green technologies.
Optimization of the application process
To keep the hurdle to applying as low as possible, we developed a simple, mobile-friendly application form. Interested parties could enter and submit their details in a matter of minutes. This streamlined process increased the likelihood of potential candidates actually submitting their application rather than abandoning the process.
Ongoing campaign optimization
Throughout the campaign, we monitored the performance of the ads in real time. We carried out A/B tests to find out which variants of the ads – whether in terms of images, texts or target group segments – achieved the best results. We used this data to focus the budget on the best performing ads to further increase the efficiency of the campaign.
Results
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5 hochwertige Bewerbungen innerhalb eines Monats und 11 hochwertige Bewerbungen innerhalb von zwei Monaten
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Direkte Auswahl potenzieller Kandidaten aus den eingegangenen Bewerbungen
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Erhöhung der Markenbekanntheit der G. Stenzel GmbH als attraktiver Arbeitgeber in der Region
Every position filled helps to relieve the burden on management and supports the company in advancing its mission and making a contribution to climate protection.
