While many companies reduce their recruiting activities to a minimum in December, for others this period opens up a strategic window of opportunity with unexpected potential. Although the Christmas season may seem like a "slow period" for job applications at first glance, there are good reasons to remain active during this time—especially in digital HR marketing.
Low advertising costs and little competition
Digital advertising formats—whether social media, display, or search engines—are often cheaper to book in December than during other peak periods of the year. The reason: many companies pause their campaigns, do not place new job ads, or reduce their budgets. This results in less competition on the platforms—and thus lower click prices and higher visibility.
Data from performance agencies and HR service providers confirm this trend: cost per click (CPC) and cost per application (CPA) often fall at the end of the year. Less advertising noise means that existing campaigns achieve greater reach with the same budget—a classic case of countercyclical efficiency.
Increased accessibility via digital channels
Another advantage: Many people have vacation around the holidays or spend their time in a more relaxed mode than in their hectic everyday working lives. Screen time increases—whether on smartphones, tablets, or laptops. It is precisely during this phase that content is consumed that is not necessarily related to current work: social media, news portals, video platforms, games.
This increased digital presence can be used specifically to target those who are not actively looking for a job. Latent job seekers—people who are open to new opportunities but are not actively searching—can be reached particularly well during this phase. This is particularly successful when advertising is not limited to career networks or job portals, but is played out more broadly: for example, via programmatic advertising, Instagram, YouTube, or Google Ads.
set the pace
Of course, the Christmas season is not an ideal time to conduct job interviews or complete recruitment processes. Many decision-makers are on vacation, and internal coordination is delayed. But that's not the goal anyway. Rather, this phase is about reaching potential applicants early on —with a clear message and a convincing first impression.
What counts is the impulse: a positive point of contact that sticks. Advertisements with strong branding, emotional insights, or concrete benefits can arouse curiosity—even if the actual promotion doesn't take place until the new year. The period "between the years" is therefore particularly well suited for reach and awareness campaigns.
Opportunities for employer branding
The end of the year is the ideal time to work specifically on the company's image. Those who are visible now send a strong signal: we are active, we plan ahead, we offer prospects. This can make all the difference when latent job seekers enter the active phase in January—and remember who made a positive impression on them.
Measures focusing on employer branding can be diverse:
- Short video ads with authentic team insights
- Static or animated ads with clear benefits
- Retargeting campaigns for website visitors
- Soft calls to action such as "Bookmark now," "Subscribe to job reminders," or "Learn more about us"
It is precisely the combination of high visibility, low competition, and emotional appeal that makes this time particularly valuable in digital recruiting.
Be present when others are resting
Those who place visible, relevant, and low-threshold recruiting messages during the Christmas season benefit from a real timing advantage: less competition, lower advertising costs, and increased digital attention offer ideal conditions for effective employer branding. The goal is not immediate application, but rather the establishment of points of contact that will bear fruit in the new year.
Precisely because many companies neglect this phase in recruiting, it is worth thinking countercyclically: the weeks around Christmas are not a standstill—they are an opportunity to remain visible and memorable with comparatively little effort.
