Targeted creative messaging fuels the pipeline at trivago.
At trivago, generic approaches to recruitment weren’t working. The unique company culture and need for people who could think outside the box necessitated something more than standard “come work for us” messaging. LinkedIn Pipeline Builder and Sponsored Content provided the company the versatility needed to take a more tailored approach to recruiting difficult-to-engage, highly skilled candidates.
Average click-through rate from highly targeted individuals
Decrease in cost per application year over year
Growth in application-to-interview ratio year over year
Conveying a unique company culture
trivago is driven by a distinct working culture that’s difficult to translate and drive engagement around using standard job ads and posts. To recruit for difficult-to-fill positions, trivago’s employer branding team needed to explore innovative ways to position trivago’s unique appeal to reach, engage, and build a pipeline of right-skilled people.
Highly tailored, highly targeted messaging
PHP developers were a recruitment priority, so the branding team built a focus group of existing employees who fit the profile to help understand what makes these developers tick. With messaging created specifically for the target group, the team leveraged Pipeline Builder, targeting appropriately-skilled LinkedIn members with Sponsored Content and tailored landing pages showcasing specific jobs. More campaigns for specific roles and skills followed, each drawing inspiration from the culture and sensibilities of trivago’s existing IT team.
Main product used:
Granular targeting of Sponsored Content delivered an average click-through rate of 7.9%—from the right people.
Reduced acquisition costs
Cost per application decreased 27% year over year.
The application-to-interview ratio rose 4% year over year.
“Potential and motivation are two of the biggest factors we look for in candidates. LinkedIn Pipeline Builder not only provides us with a short list of qualified and interested candidates, but their profile also gives us much more valuable information than a CV.”
trivago is a global hotel search that empowers more than 120 million travelers every month in their search for the ideal hotel. The team of over 1200+ creative and focused minds from all corners of the globe wake up every day to build a hotel search that is straightforward, simple to use, and unbiased.
No. OF EMPLOYEES:
Düsseldorf, North Rhine-Westphalia
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