BE Digital
marketing

Kiwa makes employer branding scalable, with more control over job applications

Company: Kiwa

meet:
Kiwa

Kiwa is an international organisation in testing, inspection and certification, with teams working on safety, quality and compliance across a wide range of sectors. This brings a broad and constantly changing recruitment challenge, from specialist technical roles to office functions.
For Kiwa, employer branding is not just about visibility, but about recognition as an employer and about the flow towards concrete vacancies. The challenge lies in the variety of target groups: the employer story has to stay consistent, while different arguments need to land for each profile. That is why an approach was chosen in which the brand story stays intact, and activation per target group becomes measurable and scalable.
Company

Kiwa

Services

Advertising on LinkedIn, Social Media, Advertising on Google, Advertising on Meta, Data & Web analytics

Website

www.careers.kiwa.com/nl

the challenge

Kiwa has many different vacancies at the same time, from highly specialised technical roles to administrative positions. In 2024, the core question was how to reach diverse target groups with one recognisable employer story, and how to make the step from general awareness to concrete applications measurable.

The question was clear:
set up a recruitment approach that moves with changing vacancies and delivers structural results.

our solution

  • campaign foundation

Together with Sterk Merkregie, the campaign concept was developed, with one overarching message that makes Kiwa recognisable as an employer across all disciplines. This gave direction to the tone of voice and ensured consistency in all communications.

  • layer 1: reach and awareness
From that foundation, the first layer was set up for reach and awareness with broad display campaigns. This loaded the employer story at scale and laid a stable basis for targeted flow towards vacancies.
  • layer 2: profiles and landing pages

To strengthen the step towards action, target groups were developed into clear profiles and logically clustered. For each profile, content was developed that better matches motivations and context, translated into target-group-specific landing pages with directly relevant information and suitable vacancies.

  • activation and optimisation
For activation towards concrete roles, a full-funnel set-up was put in place with targeted search campaigns for active job seekers, complemented by LinkedIn campaigns for specific target groups. Throughout the programme, we continuously tested and optimised on Google Ads and LinkedIn, so that for each target group it became visible which message and route had the most effect.

the result

The combination of one recognisable employer story, target group profiles and a measurable funnel approach gave more grip on recruitment marketing. Kiwa saw not only growth in visibility, but also more clearly which target groups responded and via which route most applications came in.

+30%

increase in applications

Other KPIs:
  • awareness built across multiple target groups, without fragmentation of the message
  • engagement with campaign content up after refinement with the second layer
  • more qualitative click-throughs to vacancy pages, with a clear increase in applications
  • better match between applicants and roles, thanks to more targeted communication per profile
  • flexible campaign structure that moves with the changing supply of vacancies

what the client says

“The number of applications is growing, without us having to reinvent the wheel every time”

“BE Digital has really helped us translate employer branding into applications. They set it up smartly in layers: first ensuring recognition, then getting sharper and sharper with profiles, landing pages and campaigns per target group. We test a lot, adjust quickly, and see immediately what does and doesn't work. As a result, the number of applications is growing, without us having to reinvent the wheel every time.”
Kim Kraakman
Interim Lead Employer Branding

the BE Digital Touch

This approach was not set up as a standalone campaign, but as a structure that combines brand recognition with target group activation. First, recognition was built broadly; then, based on data and feedback, it was sharpened towards action.
By linking profiles and content to campaigns, recruitment became more predictable, even when vacancies change quickly. In the collaboration, choices were transparent: what didn't work was stopped, and what worked was built out further. This created more control over recruitment marketing, without the programme becoming cumbersome or slow.

transparent choices

We work with, among others:

Feller
KraamZus 2.0 logo fc_witte letter 1
KH Engineering
Kiwa
SMART Asset Integrity Solutions
Triboo
De Kraamvogel
Apptimize Platform
Luxe Sloepen Haarlem
Poké&ZO
Barry Eichhorn
Barry Eichhorn
Owner & AI Advisor

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