Campaigns based on identity, craftsmanship, and local visibility
We started by defining Noom’s identity as an employer. Through discussions with the organization, it became clear where its unique strengths lie: craftsmanship, pride in the work, and the culture of the family-owned business.
This positioning formed the basis for various recruitment campaigns on Meta, LinkedIn, and Google. For each target group, we identified the right message, the right channel, and the right region. After all, you reach a restoration painter differently than a cost estimator or a specialist in making historic buildings more sustainable.
We deliberately opted for a very local approach. We reached out to potential candidates within a 20-minute commute of Noom’s various locations. This way, the campaigns align with the target audience’s daily lives and increase the likelihood of receiving relevant responses.
Building Recognition in the Job Market
The campaigns aren’t just aimed at people who are actively looking for a new job. It’s just as important to highlight the story behind Noom as an employer.
By combining a strong employer brand story, local targeting, and continuous visibility, we’re building brand recognition step by step—not just when someone sees a job posting, but well before that. This way, Noom becomes visible to professionals who may not yet be actively looking but are open to an employer that’s a good fit for them.
The initial results once again confirm what we’re seeing more and more often: successful labor market communication doesn’t start with the job posting, but with the organization behind it. Especially in a tight labor market, culture makes all the difference.
