Reach
1.8 million recipients of the measures; 4 million ad impressions
Integrated campaign with the employment agency
The Federal Employment Agency is positioning ‘Faktor A’ as a relevant, digital employer magazine for SMEs.
Unique User
800.000 highly targeted mailing recipients
Opening rate
23,29 % Ø Mailing open rate
Click rate
0,57 % Ø Click rate in the mailings
The employer magazine ‘Faktor A’ offers everything that entrepreneurs and HR managers need to know today: Best practice from the SME sector, plus exciting interviews and reports. The offer is complemented by the Federal Employment Agency's wide range of counselling services specifically for employers.
The Challenge:
Increase reach and awareness
The aim of the campaign was to increase awareness of ‘Faktor A’ and increase the reach of the website (www.faktor-a.arbeitsagentur.de). At the same time, existing print subscribers were to be won over as digital readers.
The employer magazine was communicated to managing directors, entrepreneurs and HR staff through a selection of editorial media measures that built on each other. The skilled trades were also focussed on as a target group.
"XING has proven to be our most successful channel for reaching our target group of employers directly in the business environment. We will continue to rely on this valuable partnership in the future and integrate our content on XING."
Christoph Schneider, Digital Marketing Manager, Federal Employment Agency
The solution:
Integrated campaign
Around 20 million professionals from all sectors network on XING. XING is therefore the ideal platform for a successful integrated campaign, which was implemented in four campaign flights:
- A customised target group targeting to specifically address managing directors, entrepreneurs and HR managers in SMEs.
- XING mailing with a co-branded look, which was sent directly to the mailbox of the defined target group as a stand-alone email.
- Display adverts and content teasers to increase advertising pressure.
- Editorial integration into the XING industry newsletter.
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