Meta has strict rules for job-related campaigns: targeting by age, gender, or specific regions is not permitted. For JAM, which is constantly looking for new candidates, this meant losing their most important tools. Furthermore, the intent to apply is often latent, making traditional job vacancy campaigns ineffective. We developed a creative concept that resonates with the target audience's lifestyle, tested over 50 variations, and followed up on every lead personally via WhatsApp: resulting in approximately 2,500 leads at €2 per lead, 96% of whom were actively looking for work.
Our approach
The idea
The goal: to generate high-quality recruitment leads for JAM at scale, fully within the guidelines of the advertising platforms. The core challenge lay in balancing three things that seemed to conflict: volume, quality, and platform compliance.
Without targeting by age, gender, or region, it is difficult to reach the right audience. And those who aren't actively searching are unlikely to click on a job vacancy. The question, therefore, was not just how to reach more people, but how to activate the right people and get them to convert.
The strategy
Our insight: don't start with the job vacancy, but with what occupies the target audience. Instead of communicating job titles and requirements, we built a creative concept around their interests and lifestyle, such as the "Chief Gaming Officer": someone who wants to game and earn cash this summer.
By positioning the campaign this way, without an explicit link to employment, we were able to utilize the full targeting capabilities of the platforms while keeping the campaign within the guidelines. The WhatsApp follow-up then turned a click into a usable, segmented lead.
The process
- Concept: a creative approach that taps into the target audience's lifestyle, separate from traditional job vacancy communication.
- Testing at scale: more than 50 variations in creatives, copy, and angles to discover which nuances fall within the guidelines, where the limit of policy compliance lies, and which approach truly converts.
- Continuous optimization: insights directly translated into new optimization rounds, moving toward the best-performing combination of content and targeting.
- WhatsApp flow: accessible, personal follow-up for every lead. Candidates indicated for themselves whether they were looking for a summer job, a side job, or a permanent position, so JAM immediately had access to segmented leads.
- Strategic sparring: more than just execution; we actively contributed ideas regarding campaign positioning, funnel setup, and lead follow-up.
The result is a scalable model for high-quality recruitment leads, even within a highly restricted playing field.
Resultaten door onze experts
