One of Germany’s top job boards wins the war for talent with an omnichannel, full-funnel campaign

stellenanzeigen.de participates in one of the most competitive market segments of them all – the war for talent. Bastian Stürke, Team Coordinator of Online Marketing at stellenanzeigen.de, explains that “our customer journey (the candidate journey) is much shorter than those of classic ecommerce. One or two bad days at the office could trigger an instant wish to find a better job.”

To help it win the talent war, stellenanzeigen.de has been partnering with Criteo for ten years to improve its mid- to lower funnel omnichannel strategy. Through the years the platform has faced different challenges and reached different milestones together with Criteo. This year, with COVID-19 hitting the economy, the collaboration between both companies became more key than ever.

Driving awareness and consideration with content

With so much economic uncertainty and so many looking for jobs or making career changes, it becomes important for a job board to stay top of mind during all career stages of existing and potential users. To achieve this, stellenanzeigen.de developed their Careeasy Magazine, which includes all kinds of job-related content.

To bring that content (and thereby their brand) to a wider audience, they used Criteo’s consideration campaign solutions to dynamically advertise their articles to potential users most likely to be interested in their magazine. “Our data proves that the awareness we create with our articles often turns into consideration when it comes to taking the next step on the user’s career ladder,” says Stürke.

Turning consideration into new careers

Throughout the years, Criteo has helped stellenanzeigen.de take their retargeting game to a whole new level, bringing them new solutions to optimize existing campaigns and identifying new ways to reach their KPI targets. The latest innovation was a highly customized technical solution from Criteo supporting the extension of campaign tags throughout the magazine part of the website.

This enabled stellenanzeigen.de to generate a dynamically updated feed of their magazine content to serve via dynamic banners. The content display for the new website traffic campaign was created using the full range of ad formats and targeted a similar audience (new prospects with behaviors and characteristics similar to those of their best website visitors). Data shows the success of this partnership: 91% of the users browse more than one page within their first session, and 69% of the users convert at least within their second session. The premium inventory provided is an added value, with n.tv, focus, rtl and Spiegel.de among some of the top 10 publishers available.

This year, amidst the COVID-19 crisis, both companies have successfully achieved their goal to keep the brand alive, providing constant user activity and shifting the perspective to offer high quality content to website visitors.

“Only a full funnel is a working funnel,” affirms Stürke, “and we’d like to thank Criteo for helping us complete ours.”