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Improving job advertising performance by combining Always-on employer branding campaigns.
Improving job advertising performance by combining Always-on employer branding campaigns.
About the case
Challenge:
To attract the right candidates in a highly competitive job market, Preem's strategy in 2024 has been to significantly increase its digital presence.
Products:
Always-on job advertising and full-funnel tracking through our platforms, Jobbland and Jobbsafari.
Numbers:
1,46 %
CTR on job ad campaign
20,257
link clicks from job ad campaign
14 886 698
impressions from Always-on campaign
Background and solution
To succeed in attracting the right talent in a challenging labor market, Preem intensified its digital recruitment strategy in 2024 — and, for the first time, integrated its entire recruitment funnel. By combining a robust always-on approach with targeted job advertising via our platforms Jobbland and Jobbsafari, Preem has established a data-driven and scalable strategy that delivers results — from reach to application.
Throughout 2024, Preem maintained a strong presence through employer branding campaigns across multiple channels. The results clearly show a significant increase in both reach and engagement. Using insights from the always-on campaigns, Preem focused during Q1 2025 on sharpening its job advertising. Leveraging our platforms enabled them to target the right audiences with greater precision — and achieve markedly improved results.
Results
Preems always-on campaign generated:
- +155% more impressions (14,886,698)
- +670% more video views (2,470,493)
The job advertising delivered:
- +66.1% more link clicks (20,257 total clicks
- 422 link clicks per ad on average
- CPM: SEK 97.91
With our platform, Preem gains not only visibility but also full measurement, tracking, and optimization per message and audience. For instance, analysis showed that ads with the theme of social responsibility performed best in both cost-efficiency and CTR.
The Power of Combining Always-On with Job Advertising
Preem’s results clearly demonstrate the strength of combining always-on employer branding with performance-driven job ads:
- Continuously build awareness with always-on campaigns
- Follow up with data-driven, trackable job advertising
- Optimize in real-time with the right mix of channels and messaging
With Jobbland and Jobbsafari at the center of the ecosystem — where both reach and conversion take place — Preem has taken a major step toward a more effective, data-driven, and scalable recruitment funnel.
