Unija Smart Accounting
HR campaign
Together with UNIJA d.o.o. we designed an effective HR advertising campaign that included a graphic identity for bus ads, billboards and digital ads on the job portal mojedelo.com. The key goal of the project was to address a specific, high-quality HR profile (heads of accounting and payroll departments) and highlight the employer's competitive advantages, such as the option of working from home. By emphasising the pain of daily congestion in the centre of Ljubljana, we used thoughtful visual communication to highlight unique employment benefits that address the target audience at the moments when it matters most.
Goals
- Increase recognition of UNIJA d.o.o. as an attractive employer for highly educated professionals in accounting and payroll.
- Highlight the company's competitive employment benefits (option of working from home) and clearly communicate them to the target audience.
- Encourage interest among quality candidates who are not currently active job seekers to switch employers.
The campaign was present at six selected billboard locations in Ljubljana, while digital ads on the mojedelo.com portal reached active job seekers in the target segment. Bus ads effectively addressed the daily mobile target group during rush hours, increasing the campaign's visibility and recognition in the key geographic area.
Approach
The main challenge was to address an extremely specific HR segment in a creative yet clear way, with an emphasis on the competitive advantages of the employer that competitors do not offer. By focusing on the target group's pain (rush hours in Ljubljana) we prepared a visually and content-tailored campaign that builds an emotional connection and encourages a rethink about changing jobs.
Key approach points:
- Clear definition of the target group and its pains (traffic, working from home).
- Developing messages that highlight employer benefits in the context of the target audience's everyday life.
- Designing tailored creatives for different ad channels (buses, billboards, digital ads).
- Linking the visual identity with a refresh of the company's graphic identity, tailored to the target group (women, 38-45 years old, highly educated).
- Cooperation with the client throughout the process for coordinated execution and consistent communication.
Results
- Successfully highlighted UNIJA d.o.o.'s competitive employer advantages in a visually attractive form with a clear message.
- Increased employer recognition among the target group of quality candidates in Ljubljana.
- Achieved high campaign visibility during rush hours through outdoor advertising (billboards and buses).
- Digital ads on the job portal effectively captured active job seekers.
- Strengthened the company's identity as a modern, flexible employer adapted to the target group's needs.
Services
- Consulting / media space buying
- Design / print
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