Initial situation

The KÖNIGSTEINER Group was looking for qualified Sales Managers (m/f/d) for the sale of digital recruiting products in Berlin. The position had been vacant for months. Advertisements on job portals were unsuccessful and only led to a few unsuitable applications.

Challenges

The following points played a key role in choosing the right recruiting strategy: 

Although there are plenty of candidates in the region, around 80% of them are not actively looking for a job.

The vacant position has been vacant for some time and should therefore be filled as quickly as possible.

Candidates should have professional experience in sales and ideally also in personnel marketing.

The application process is not optimized for mobile use and applications are often abandoned.

Solution approach

In order to reach as many potential candidates as possible, including latent searchers, lead ads were placed on Facebook and Instagram for 4 weeks. The target group is strongly represented in both networks.

Ads with a clear message and identity of the employer were displayed in the most popular placements, the feeds and stories.

A mobile-optimized, low-threshold application process was set up directly in the Facebook and Instagram app.

Candidates only had to answer 3 questions to apply and provide their name and e-mail address.

The applications were evaluated by the HR department based on the answers to the questions. The application process was continued with the suitable candidates.

Results

The number of applications received increased significantly and the vacancy was successfully filled immediately after the end of the recruitment campaign. One in five candidates who clicked on the ad applied directly thanks to the simple application process.

22%

Conversion rate from clicks on the ad to completed applications

113

Applications via the lead ads

5

Weeks from placing the ad to filling the position