Employer Branding Journey powered by HubSpot.

An innovative logistics partner with an established name, that's what everyone seems to be listening to. Rhenus was short of resources to meet demand and had to attract and retain highly qualified professionals in the current dynamic labor market. We came to the rescue with an employer branding campaign, for which we defined two goals together with Rhenus. On the one hand, strengthening the employer brand “Rhenus Warehousing Solutions” in the Tilburg and Eindhoven area among the target group. On the other hand, achieve sustainable growth in traffic to the work-at-website and ultimately recruiting applicants.

Through social advertising and search engine and display ads, Brandgang caused the fame of employer brand Rhenus to spread like wildfire. We converted the personas developed by Rhenus into target groups for our social advertising campaigns. This created a broad target group for the brand awareness campaign and three target groups focused on specific vacancies.

The entire campaign is based on the attract, consider and interest model. This model is specifically aimed at recruiting new candidates. During the first phase (attracting), animations with catchy texts were used to bring Rhenus, as an employer, to the attention of the broad target group. Campaigns via LinkedIn and Meta as well as Google Display resulted in a large number of impressions during this phase. In the second phase (considering), the various target groups were informed about the outstanding features via campaigns with images. During the final phase (interest), the specific vacancies were promoted by running ads with both animations and images. This was how the best ad variant was determined.

A remarketing target group from the earlier phases enriched the targeting. Search engine ads further complemented the social advertising campaigns. For example, based on a thorough keyword research, we made Rhenus appear higher in the results of relevant keywords.

An online dashboard ensured that both Rhenus Logistics and Brandgang got insight into the results of the ads at a glance. Thanks to the online advertisements, Rhenus Logistics recruited a total of 254 applicants in two months. In addition, during this period, there were 3,681 website visitors via advertisements on the website and the ads reached 190,000 people.