RBK Work

Giving work to hundreds of people together with RBK Work

Employment agency in Poland with free vacancies

Segment:: Mass-market

Project goals

Creating a brand digital strategy (promotion, content, target strategy);
Working with the existing community around the agency;
Search for potential clients from both Ukraine and Poland;
Creating the image of an agency responsible to its clients, which always conducts its activities transparently;
Informing subscribers about news that may affect their life and well-being in Poland.

Project difficulties

Working with a distrust of employment agencies due to past negative experiences

What was done?

As the Chinese philosopher Confucius said: “How can you deal with a person who cannot be trusted? If the cart does not have an axle, how can you drive in it?”. This saying perfectly illustrates what should be worked on in the service segment – trust.

Almost all of us have heard how “best man/brother/co-father-in-law went to work in Poland, where he was outwitted and ___________” (fill in what necessary). So, this is where we get our mistrust of employment agencies.

To successfully build a brand image, it is necessary to highlight its TOV, frequently used words, stop words, general lexicon. But they often forget to mention such so-called “enemy” – this is what this brand is fighting against. In our case, we have declared war on scam agencies and have chosen mistrust as the main barrier we must overcome.

Our client is the RBK Work agency, which was created with just such a mission, because the co-founders of the company previously worked in employment agencies themselves and saw how terrible the approach to their own clients can be.

SMM

Transparency was chosen as the main vector in the work. With the help of content, we fully guided the potential client through every step that awaits him after contacting us. And indeed, the number of “just ask” requests in direct and messenger dropped almost to 0, and recruiters answer specific questions already in the format of a personal conversation with a person.

Most of the vacancies are posted from Gdańsk, so we emphasized this city in our content strategy: from history to entertainment. A few months later, we started talking about other cities in Poland.

We’ve also started highlighting important news (trying to cut out the politics) and giving subscribers a benefit in the form of information that can improve their lives or make it at least a little bit easier.

As the client himself noted, a distinctive feature of our agency is the timely provision of analytics on targeted advertising and monthly analytics on the results of cooperation.