AMEX needed to recruit over 5,000 professionals into their travel and lifestyle teams, which was great news given the industry had lost a third of its workforce due to Covid-related redundancies. Although that sounds like a simple ask, the reality was more complex.

AMEX needed us to be agile with our targeting and budgets, so we could flex the campaign to the needs of individual hiring centers who would be continuously updating their hiring numbers against targets.

We developed a predominantly performance-based campaign that could be turned off and on without being detrimental to the campaign as a whole.

We chose to use search and social (META and LinkedIn), mixing static and video content with digital banner activity and job listings on Indeed. Then, we set ourselves some objectives. As our campaign evolved, we continuously evaluated our approach and began harnessing the channels delivering the highest number of clicks.

The initial campaign generated nearly 40 million impressions across search, display, social and job boards, and prompted over 81 thousand clicks to AMEX’s site. But the follow up campaign performed even better. Using their learnings, the team were able to reduce spend by 10%; make the decision to move from programmatic display to programmatic listings, reducing impressions; and increase clicks to nearly 140 thousand.

On our advice, AMEX then moved to adopt an Always On employer brand strategy, which has led to an overall reduction and reliance on paid media spend when it comes to tactical recruitment.