Targeted Recruitment Strategy: Manpower Boosts Bpost's Recruitment Through DOOH

Objectives

Manpower's goal was to assist Bpost in meeting its recruitment needs by finding a strategic way to target potential candidates, particularly in cities with the highest demand for postal workers. The campaign aimed to increase job visibility, streamline the application process, and appeal to a diverse group of job seekers who might not typically engage with traditional recruitment methods.

• Reach potential candidates in specific geographic areas where Bpost faced recruitment difficulties

• Simplify and modernize the application process

• Target a diverse audience less responsive to traditional recruitment channels

Solution

Manpower launched a focused DOOH (Digital Out-Of-Home) campaign to reach job seekers in strategic urban locations. Digital ads were placed near transportation hubs, shopping areas, and popular public spaces in cities where Bpost had the highest hiring needs. These ads emphasized the benefits of working for Bpost, including job stability and competitive pay, while featuring direct application links through QR codes to simplify the process for potential candidates.

Additionally, Manpower incorporated social media into the recruitment effort, encouraging candidates to learn more about Bpost’s opportunities and apply directly online. This multi-channel approach allowed for real-time engagement with candidates and broadened the reach of the campaign.

In summary

Precise Geographic Targeting

• Screens placed in strategic locations: gyms, shopping centers, and residential areas

• Focus on neighborhoods with high recruitment potential

• Presence in areas with high density of job seekers

Location-Adapted Messaging

• Customized creatives based on local needs

• Messages in French and Dutch according to region

• Highlighting specific benefits by area

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Conclusion

The DOOH campaign successfully boosted Bpost's recruitment efforts in the targeted cities. By combining strategically placed digital ads with an integrated online application process, Manpower helped Bpost attract qualified candidates and meet its staffing needs. The campaign not only increased Bpost’s visibility as an employer but also showcased the effectiveness of digital advertising in the recruitment industry.