Case

B2B
SEA

More than just recruitment: Topicus strengthens its employer brand through full-funnel marketing

IT company in Deventer


Topicus builds technological solutions that genuinely help society move forward. To make an even greater technological impact in the future, finding the right IT professionals is crucial. Easier said than done, as the tight labour market makes this challenge greater than ever. But impossible? Not at all. Topicus engaged us to implement a full-funnel approach.

Objectives

Topicus has set two objectives for the year 2024:

  • Data-driven optimisation of the recruitment funnel for a more efficient
    cost per lead and cost per hire
  • A significant increase in job applications, across both technical and
    non-technical roles

The biggest challenge was allocating the budget across the various
channels and effectively reaching the right target audience within a tight
labour market.

Our approach

The target audience consisted of IT professionals, such as developers. The strategy not only addressed their needs but also aligned with Topicus’s values: innovation, social impact and people-centred technology. Through this approach, Topicus established a strong position as an attractive employer in a tight labour market.

To reach the target audience at the right moment, we implemented a full-funnel strategy (Awareness, Consideration, Action) and tailored the communication for each phase to drive both visibility and conversions. In doing so, we distinguished between technical vacancies and employer branding:

  • Technical vacancies: code crackers on Reddit to boost engagement among IT professionals
  • Employer branding: Meta and LinkedIn campaigns featuring employees to boost visibility

With a flexible media budget, channels such as Google Ads, LinkedIn, Meta,
Reddit and YouTube were utilised. Dynamic allocation and continuous optimisation via
tools such as Airtable and PIWIK ensured maximum effectiveness. Thanks to an
‘always-on’ campaign, Topicus maintains continuous visibility at every stage of the
marketing funnel. Furthermore, regular evaluations and close
collaboration with Topicus ensured maximum impact.

Result


This approach has delivered impressive results. For instance, the number of job applications rose by almost 25% above the original target, far exceeding expectations. In short, a result to be proud of!

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