Evonik attracts the right audience to their career website through targeted content
Thanks to the hashtag #HumanChemistry and appealing assets, Evonik developed a strong and authentic employer branding campaign on LinkedIn.
Sponsored content campaigns (single image and video) were used in order to attract the right audiences to their career website to drive high quality applications. Success was tracked via the LinkedIn Insight Tag.
Attracting the right candidates to their career website
For a B2B company that does not produce end products itself, showing career paths and their impact in the world can be a challenge. Evonik explains how it contributes to a wide variety of products, e.g. makes tires more fuel-efficient, towels fluffier, mattresses bouncier. “As the builders of the future, we are working to improve people‘s lives by thinking beyond chemistry. Today and tomorrow it takes #HumanChemistry.” The Evonik employer brand adopts this in their messages for potential candidates. The LinkedIn campaign was part of their annual global media activities.
The right mix for the right people
Thanks to relevant content pushed through 3 campaigns within 6 months, Evonik reached out to an audience in the fields of Chemicals and Engineering. The strong LinkedIn targeting capabilities allowed them to specifically decide who should see the content in their newsfeed.
In order to better track the ROI of the campaign, Evonik used the LinkedIn insight tag and was able to track conversions on their career website.
Campaign in three waves (July, Sept, Dec)
1st campaign – 4 different kinds of videos
2nd campaign – 1 single image ad
3rd campaign – 2 single image ads
Main product used:
1.92% engagement rate
Strong engagement rate for the 2 main audiences: Chemicals & Engineering
Up to 54% engagement rate
Conversion rates improved significantly from the first to third campaign (from 28% to 54%), which resulted in a considerable decrease of the cost-per-conversion over time.
"Integrating LinkedIn as a first step in our talent acquisition process is a crucial part of our Employer Branding strategy and makes it possible to individually address our relevant target groups."
Evonik is an international group with a workforce of over 32,000 people spread across more than one hundred locations. As one of the world’s leading specialty chemicals companies, Evonik don’t produce electric cars, aircraft, medications or 3D printers, but is part and parcel of these and many other end products. Their daily work is shaped by global concerns, such as sustainability, diversity and digitalization.
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