A classic recruiting campaign with maximum advertising pressure on passenger television was implemented for the medium-sized bakery company Schäfers Backstube. The aim was to make vacancies visible in a short space of time and to reach a broad applicant base – from career starters to experienced professionals. The advertisement was broadcast on all available screens with a frequency of at least 30 placements per day – across a regionally differentiated network with a strong everyday reach.
The campaign made targeted use of the mixed passenger structure, with around 38% of the people reached being between 18 and 30 years old – an ideal age segment for apprenticeships and career reorientation. At the same time, with a share of 38%, working people aged between 30 and 60 are also reached, so that recruiting for a wide range of job profiles can be diversified.
A particular advantage: the format used is highly flexible. Placements can be adjusted on a daily basis or scheduled at intervals – ideal for short-term campaigns, seasonal personnel requirements or A/B tests. There is a maximum of three working days between delivery of the final ad and the first broadcast – a time advantage that significantly accelerates traditional recruiting measures.
This campaign shows how regional passenger television can be used efficiently for personnel marketing – quickly, precisely targeted and with high frequency.
