Proximus boosts recruitment through targeted bars and lifestyle venues
Proximus, one of the leading telecommunications companies in Belgium, takes on the challenge of recruiting qualified talent using innovative DOOH strategies in youth-centric environments.
Proximus, a leading telecommunications company in Belgium, faced a major challenge: strengthening its teams in critical sectors such as sales and technical roles. The competition for attracting top talent in these fields is intense, particularly in specific regions like West and East Flanders, the Belgian coast, and the city of Antwerp. Proximus needed to find a way to reach qualified candidates in a saturated market while standing out from other employers.
Proximus launched an innovative DOOH campaign using digital screens placed in venues frequented by young professionals, such as bars, gyms, supermarkets, and gas stations in the targeted regions. In Antwerp, ads displayed in gas stations and on urban billboards. On the Belgian coast, focus was on high-traffic residential and tourist areas, while in West and East Flanders, ads were visible in public transport, stores, and gyms.
Interactive ads encouraged passersby to discover career opportunities at Proximus via a QR code, allowing them to apply directly from their smartphones. This hyperlocal targeting, based on proximity criteria of 500 to 1,000 meters around key areas, helped minimize waste and reach a qualified audience of job seekers. The campaign targeted young professionals aged 18 to 30 in environments where they spend their free time.
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