how do we connect more job seekers with WerkTalent?
The employment agency WerkTalent is growing fast, and they are not planning to slow down any time soon. However, the labor market is becoming increasingly tight. To continue their growth, WerkTalent wants to create an attractive brand and increase brand awareness.
WerkTalent was looking for an agency that understands how brand communication works across all channels. Not just on TV, but also online. The goal of the brand is to get a huge reach.
a data-driven creative formula focussing on target audience, platform and media
The creative process of a 360 campaign often happens topdown: from a hero-asset, cutdowns are developed to distribute the concept on any platform. The result of this? Many compromises and assets that don’t 100% match the platform, media objectives and target audience.
For WerkTalent, we took a different approach. We created a data-driven creative formula with unique formats for each platform.
For each platform we looked at how the target audience uses it. What are popular formats? What are their timelines full of? Based on the data, we knew that the audience of WerkTalent are huge football fans. That is why our creative masterminds came up with the concept ‘TransferTalent.’ This creative formula makes a nod to football transfers, where the candidate is welcomed as a new signing of the team. It’s a nice bridge between the world of the target audience and WerkTalent as a ‘football agent’ – offering local jobs that suit you.
On every platform, we want to speak the language of the target audience. That means a separate approach for TV and a different one for social media. No re-edits of the existing TV commercial.
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