From Shortage to Talent
dnata’s media strategy
for workforce recruitment
Does this sound familiar? The pressure is mounting, you need people, but the right employees are nowhere to be found. That was exactly the challenge facing dnata, a global leader in aviation services. Summer was approaching—the busiest season—and they urgently needed reinforcements. In a situation like that, every applicant counts, every right match. Thanks to our focus on performance marketing, smart data, and a hyperconnected approach, we chose the right strategy to make a difference.
The challenge
Where our customer journey begins
The aviation sector is facing a host of challenges. One of the biggest problems? A shortage of qualified staff. dnata had a specific goal: to recruit at least 150 new employees within 6 months for critical roles such as Flight Dispatcher, Ground Steward(ess), Baggage Handler, and more. Traditional recruitment channels weren’t delivering the desired results. How do you actually attract the right people in such a tight labor market? We knew we had to do things differently.
The Approach
The connection between strategy, data, and technology
Data and technology: a perfect match
At Clever Strategy, we don’t believe in doing things halfway. We combine data with technology to reach the right target audience as directly as possible. For dnata, we leveraged our expertise in omnichannel marketing. Not just any campaign, but a customized, hyperlocal approach via Google Ads, Meta, and other socialchannels such as TikTok and Snapchat.
A/B testing for maximum impact
We started with an A/B test of various Unique Selling Points (USPs): flexibility, career advancement opportunities, salary, and working in the aviation industry.
Greater visibility with Seamless Ads and Native posts
We increased dnata’s brand awareness by using Seamless Ads and Native posts within the DPG network. By reaching the target audience across multiple channels with different messages, we created a powerful synergy that led to an increase in job applications.
Smart filtering to find the best candidates
That wasn’t all. Not only did we actively screen candidates for quality, but we also designed an application process with clear questions that immediately filtered out unsuitable candidates. This saved us time and ensured we attracted the right talent.
01
Live in a Flash
The campaign was live in no time.
02
A smart combination of Google Ads, Meta, and hyperlocal targeting
Using a smart combination of Google Ads, Meta, and our hyperlocal targeting via mobile phones, we made sure we reached the right people in the immediate vicinity of Schiphol.
03
TikTok and Snapchat for young talent
For specific roles, such as Platform Associate, we used TikTok and Snapchat to reach younger audiences.
04
Customized content and a streamlined application process
We developed all the content for dnata’s careers website in-house, with the application form serving as a key filter to ensure a high caliber of applicants.
05
Retargeting: Stay Top of Mind with Potential Candidates
Thanks to our retargeting campaigns, we were able to continue engaging potential applicants and encourage them to take action.
The result
Growth through smart interactions
You can’t argue with results. Thanks to our approach, we generated 2,644 leads in just six months. More than the 150 targeted hires? Absolutely—we brought in a whopping 220 new employees, exceeding our target by 146%!
Meta
Meta generated 34,620 clicks with a CTR of 1.21%, resulting in 1,619 applications.
Google Search Ads
Google Search Ads generated 23,697 clicks and a whopping 1,006 applications, with a CTR of 14.05%.
TikTok & Snapchat
TikTok and Snapchat also contributed, with a total of 12 new applications.
Hyperlocal targeting
The combination of branding, hyperlocal targeting, and the right channels not only brought us a large number of applications, but also the right candidates. The result: dnata headed into the summer with a fully strengthened team, ready to take on any challenge.
The lessons
Every case makes us better
Customization as a key to success
What did we learn from this case? That tailoring campaigns to specific needs is the key to success.
Optimization through smart channel selection
By combining different channels and carefully monitoring what works, we are able to continuously optimize our approach.
The power of social proof and a simple customer journey
Once again, it became clear that the power of social proof and a simple, goal-oriented customer journey are essential.
TikTok & Snapchat: Effective for Young Talent
TikTok and Snapchat proved to be surprisingly effective channels for attracting young talent.
Retargeting helps you win over undecided customers
With targeted retargeting campaigns, we were even able to convince those who were on the fence.
Let’s work together on your growth— ?
Are you ready to turn your recruitment challenges into success? Do you want to attract not only more applicants but also the right employees in a short amount of time? We’d be happy to help. Let’s work together to take your recruitment strategy to the next level.
Call 010-752 39 41, or fill in the form below and we will contact you.
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