Market entry in B2E: Successful employer branding of a new employer brand
We cover your assets – with tailor-made insurance protection for individual needs. This philosophy of the newly founded insurance company WECOYA UNDERWRITING GmbH had to be reflected in an employer branding campaign and the awareness of the employer brand increased accordingly.
To increase awareness of the employer brand, advertising videos were distributed via various channels such as Display, YouTube, Instagram, TikTok and LinkedIn. In order to minimize wastage and create the highest possible relevance for the recipients, segmented targeting between “experienced professionals and specialists” and “trainees and young professionals” was used. The individual consideration of the target group and how it is addressed also reflects the company's philosophy already mentioned. In order to create the highest possible relevance, the advertising material was controlled exclusively within a radius of 50km around the WECOYA locations in Hamburg, Erfurt and Vienna.
The branding approach of separating professionals from young professionals in advertising has achieved very good results. In addition to a high YouTube VTR, a high TikTok CTR could also be achieved. What is particularly noteworthy here is that despite the advertising medium, which is atypical for TikTok, a very strong performance was achieved, which speaks for first-class targeting of the advertising-relevant target group. The display area also showed significantly higher viewability compared to the benchmark.
