Strategic Recruitment Marketing
Redefining employer value proposition for the seasonal workforce market
2024
3 months
FMCG / Retail
High-Volume Seasonal Recruitment in a Competitive Market
The client faced the critical imperative of filling hundreds of seasonal vacancies across national operations. Traditional recruitment channels were yielding suboptimal results due to market saturation and low engagement from the target 18-25 demographic.
Intense competition for seasonal labor from tourism and hospitality sectors
Diminishing returns from conventional job posting platforms
Urgent requirement for mass hiring within a constrained timeline
Need to revitalize the employer brand to appeal to Gen Z candidates
Integrated Creative Recruitment Strategy
We developed 'DJ Tijesto' (DJ Dough), a strategic brand mascot designed to disrupt the market and maximize engagement. The campaign leveraged humor, cultural relevance, and an omnichannel distribution strategy to transform the recruitment process into a viral brand experience.
Mascot-Led Brand Narrative
Creation of 'DJ Tijesto' as a central campaign figure to personify the brand's dynamic work culture and drive social shareability.
Strategic OOH Placement
Data-informed deployment of high-impact outdoor advertising (billboards, city lights) in high-footfall zones relevant to the target demographic.
Viral Social Media Activation
Execution of a cohesive social media strategy utilizing the #IdemoooNaSezonu hashtag to foster community engagement and user-generated content.
Culturally Resonant Copywriting
Development of witty, localized messaging such as 'Gdje se DJ Tijesto stvori, posao u ples pretvori!' to build authentic connection with the local audience.
Exceeding Recruitment KPIs
The campaign successfully repositioned the employer brand, resulting in the rapid fulfillment of all seasonal vacancies and establishing a robust talent pipeline.
Application volume increase
Time-to-fill for all roles
Social media impressions
Primary applicant demographic
“The strategic pivot in our recruitment marketing not only solved our immediate hiring needs but significantly elevated our brand perception among younger audiences.”
Marketing Director
Leading Bakery Retailer
