How we strengthen Borås City's employer brand with a three-step strategy
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BACKGROUND
For several years, Borås City and Adsup have collaborated to streamline their recruitment advertising and strengthen its position as an attractive employer on social media. At the turn of the year, the collaboration took a new direction with a more strategic approach to address the challenges of attracting the right talent and increasing awareness of the city's advantages as an employer. The goal was clear: to increase the number of visitors to the city's new application website and strengthen its employer brand.
SOLUTION
To achieve the goal, a three-step strategy was developed that utilized social media in a new and effective way. First, an "always-on" campaign was established, focusing on Borås City's unique advantages as an employer and targeting a broad audience. This campaign was refreshed monthly to keep the message relevant and engaging.
In the second phase of the strategy, industry-specific ads were created, where employees within Borås City shared their personal experiences and explained why they enjoyed their jobs. These ads were targeted at individuals who might be interested in specific job roles within the city, helping to strengthen the city's position in the job market across various sectors.
The third and final phase was dedicated to direct recruitment ads aimed at individuals who had already shown interest in Borås City and its available positions. By using data from the earlier campaigns, Adsup was able to effectively target the ads to the most relevant audience and maximize conversions.
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RESULT
The effects of the new strategy were visible from the first few days. The number of visitors to Borås City's career website increased by over 3000%, clearly indicating that the new approach was successful. Additionally, the campaign led to a strengthening of the city's employer brand and increased awareness of its advantages as an employer. By working smarter and more strategically on social media, Borås City and Adsup have set a new standard for recruitment marketing, continuing to attract and retain top talent.
We have been collaborating with Adsup for several years now and we are extremely satisfied. They are skilled in execution, transparent with the statistics for our ads, provide a very friendly approach and excellent service, and, last but not least – the ads deliver results.
Borås Stad
Elisabeth Eliason
Kommunikationsstrateg