What if the Belgian Civil Protection Services need help themselves in recruiting 50 new responders in no time? This is where our crew comes to the rescue, even in the face of such a major challenge. The terms and conditions and the selection procedures were stringent and applicants had to possess specific qualifications. In addition, we had no personal details of eligible profiles and a qualitative selection does require a sufficient number of suitable applicants. Another issue we came up against was that only very few people were aware what the Belgian Civil Protection Services stand for exactly and what their duties are. It seemed a bit like 'Mission Impossible'. So we appealed to our inner Tom Cruise and proved that recruiting specialists in record time is a job for specialists.
Mission impossible completed
Filling a challenging vacancy does not require a huge campaign. We activated a very specific target group with the use of powerful messages and a well-thought-out segmentation strategy on social media.
The approach: no beating around the bush but challenging the target group.
When you’re working for the Civil Protection Services, or you could call them Belgium’s Special Forces, no two days are the same. It’s all about action and adventure and it’s not for the fainthearted. Our job was to attract the attention of genuine daredevils with a strong sense of responsibility. Not an everyday combination. Beating around the bush will get you nowhere with this target group but firing challenging propositions draws their attention and gets them focused. Alrighty! Just leave it to us.
We launched a highly segmented campaign on social media aimed exclusively at real daredevils. The fastest route to conversion. We used hard-hitting action shots to trigger their sense of adventure and we challenged them by questioning their nerve. A powerful concept with extremely direct imagery, recognisable branding and an appeal that stroked their ego: we need you now! How this concept reached the right profiles? The social profiling of their existing workforce and extensive data research helped us compile four distinct personalities. These were used as a basis for Facebook and Instagram segmentation. We created a host of advertisements that were unleashed upon the target group through A/B testing. We analysed who responded and based on these profiles we fine-tuned our target group. Result: increasingly refined profiles and highly effective matches between target groups and the advert variants. In addition, following their visit every website visitor also received a message that appealed to their sense of urgency. Remember: an important mission is waiting for you. Duty calls!
The results: 50 vacancies filled in an efficient and relatively cheap way and within record time.
No, you do not always need a huge campaign to fill a challenging vacancy. Over a period of six weeks, we achieved more than 1,000 actual applications for the Belgian Civil Protection Services which built up a wide pool of applicants for qualitative selection and for future use. We made the most of the budget. Average CPC (Cost Per Click): €0.20. This also brought no fewer than 530,000 Belgians in contact with our campaign, which ensured extra brand exposure. Mission accomplished in record time!
