EN
Stadtwerk Regensburg GmbH
Social media first: In order to attract new specialists for the energy sector, we developed a data-driven recruiting campaign for Stadtwerk Regensburg, which at the same time
- addresses candidates in a targeted manner,
- strengthens the employer image and
- achieved measurable results.
We focused the campaign on the meta-universe, i.e. Facebook, Instagram and the Audience Network. With precise targeting, we ensured that exactly the people who fit the relevant position and the company were reached.
The campaign combines real faces, precise target group communication and creative lines with different tonalities – from factual and informative to humorous and provocative. The design uses the eye-catching colors and elements of the Stadtwerk, which not only stands out, but also ensures brand recognition and association.
All ads were continuously analyzed right from the start of the campaign. We carried out A/B tests on headlines, visuals and copy – and specifically switched off weaker motifs in order to focus the budget on the high-performers.
The result: three top ads with excellent KPIs and clear confirmation of data-based campaign management.
Based on the success of the first campaign, we developed the strategy for a second, more broadly based video campaign and took over the complete distribution and ongoing optimization in the meta network, on YouTube and TikTok.
What makes this campaign unique is its two-phase structure. Phase one focuses on reach and brand awareness, while phase two targets recruitment and concrete job applications. In addition, two different senders work with identical assets – the energy supplier REWAG and the Stadtwerk itself. A constellation that requires clear channel, format and message logic to balance reach, recognition and goal clarity.
An integrated campaign that does not separate between brand development and recruiting, but strategically interlinks them – scalable, measurable and tailored to different platforms and target groups.
