Thmr

Recruitment Campaign

2023

GRAPHIC DESIGN
CONCEPT CREATION 
ART DIRECTION

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After the COVID-19 pandemic, Schiphol faced a critical staffing shortage, particularly in security personnel.

Challange:

After the COVID-19 pandemic, Schiphol faced a critical staffing shortage, particularly in security personnel. While the demand for air travel surged, Schiphol struggled with a highly competitive job market in the Netherlands. Existing recruitment methods were insufficient, resulting in long security lines and reduced airport capacity. With Schiphol’s reputation at stake, finding a solution to hire thousands of security personnel quickly became a top priority.

SOLUTION:

To tackle this, Jobsrepublic developed a comprehensive recruitment strategy in collaboration with Recruitment Builders, centralizing the hiring process under Schiphol’s branding. The goal was to hire 850 security personnel in six months, but the campaign far exceeded expectations with 1,781 new hires. The success of the campaign was recognized with a Werf& Award for Best Recruitment Case.

 

A new time targeted ad concept was made to target a late night audience

METHOD

  1. Centralized Recruitment Process Design: A seamless, user-centric application platform was designed, reducing friction for candidates. The interface emphasized clarity and simplicity, guiding applicants through a streamlined process from registration to final job offer. The design made the application flow more intuitive, shortening the recruitment process from 30 to 10 days. This central hub also maintained the Schiphol brand identity, reinforcing trust and consistency for all candidates.

  2. Persona-Based Creative Design: A deep dive into the motivations and values of potential security personnel led to the creation of hundreds of personas. Using these insights, over 1,000 tailored visual ads were developed, ranging from social media banners to dynamic video content. Each ad was designed to resonate with different segments of the target audience, using distinct color palettes, typography, and messaging strategies aligned with the Schiphol brand but personalized for the candidate.

  3. “First Class” Experience Branding: The candidate experience was designed to feel premium, reflecting Schiphol’s high standards. From the moment candidates engaged with the brand, they encountered a cohesive and engaging visual experience—polished email communications, branded welcome packages, and visually appealing user dashboards. Every touchpoint was crafted to evoke a sense of exclusivity, encouraging a smooth and swift onboarding process.

  4.  Platform Distribution: These creative ads were strategically distributed across multiple platforms to reach a broad audience. They were featured on Google Ads, YouTube, and Meta (Facebook/Instagram), maximizing reach and visibility among potential candidates seeking new career opportunities.

Creative concepts

 1. Interactive Swipe Ads:

 To drive engagement, we designed a series of interactive ads featuring security guards making a swipe-up gesture. Each ad showcased the financial benefits of working during high-demand hours, with calls-to-action like “Swipe Up to See How Much You Can Earn!” or “Unlock Premium Pay Rates at Schiphol!” The interactive element encouraged users to explore the lucrative opportunities available.

2. Time-Targeted Concept Ads:

a. TikTok Tommy: Tommy, a young man scrolling through TikTok late at night, looks at his phone and sees a message: “Bored with your late-night scroll? Discover how much more you can earn working as a security guard at Schiphol during these hours! Swipe up to see the pay rates and benefits!” This ad highlights the extra earning potential during nighttime shifts, appealing to those already up late.

b. Nightlife Nancy: Nancy, out at a lively but monotonous nightlife scene, glances at her phone and sees: “Is the nightlife not paying off? Imagine earning more during late hours as a Schiphol security guard! Swipe up to see how you can boost your income while working evenings and weekends!” This concept focuses on the enhanced pay for working during less conventional hours, connecting with those looking for better financial rewards.

c. Family Party Frank: Frank, at a dull family gathering, checks his phone and sees: “Bored at this family party? What if you could earn significantly more working nights or weekends? Discover the premium pay rates at Schiphol and swipe up to find out more!” This ad uses the context of a boring family event to highlight the appealing financial benefits of working during off-peak hours.

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