Targeted Recruitment Strategy: Manpower Boosts bpost's Recruitment Through DOOH
Manpower enhanced bpost's recruitment efforts in key cities through a targeted DOOH campaign. Strategically placed digital ads, combined with an online application system, drove interest and applications from potential candidates.
Manpower faced the challenge of helping bpost, the Belgian postal service, recruit qualified candidates in targeted cities where there was a significant demand for postal workers. The recruitment process had become increasingly difficult due to competition in the labor market and the specialized skills required for the job.
Manpower launched a focused DOOH campaign with digital ads near transportation hubs, shopping areas, and popular public spaces in cities where bpost had the highest hiring needs. Ads emphasized job stability and competitive pay, with direct application links through QR codes. Social media was incorporated into the recruitment effort for a multi-channel approach.
Precise geographic targeting with screens placed in strategic locations: gyms, shopping centers, and residential areas. Focus on neighborhoods with high recruitment potential and areas with high density of job seekers. Location-adapted messaging with customized creatives based on local needs, messages in French and Dutch according to region, and highlighting specific benefits by area.
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