LinkedIn’s Pipeline Builder ecosystem provided Lee and the team with the versatility they needed to take a more tailored approach to talent. It started with PHP developers: a recruitment priority for the business. Targeting LinkedIn members with the relevant skills through Sponsored Updates and tailored landing pages gave Lee the opportunity to show that trivago was a business that spoke their language – and had fun doing it.
“Before we started developing the creative itself, we wanted to invest some time in getting to know our audience, so we put together focus groups of our existing employees who fit the profile of the PHP developers we were targeting,” he explains. “This helped us to learn the language of our audience – and understand what made them tick.”
This process helped Lee to create three different Sponsored Update executions, each addressing PHP developers in a style that was immediately relevant to them – and reflective of the way that trivago embraces different forms of talent. An extract of PHP code could be translated, by those with a working knowledge of the programming language, into “if you’re not excited, apply at trivago and then you’re excited again.” A shot of a trivago developer brandishing an old ZX Spectrum made a self-effacing reference to the business updating to PHP 3.0. An ‘endangered species’ execution focused on that rare beast, the Elephant.