In the autumn of 2017 Enterprise Estonia together with leading local employers was running a new round of the ‘Work in Estonia’ hiring campaign. It was targetted at skilled IT pro’s (across 10 European countries) who were required to pass companies’ online tests in order to enjoy faster job application review process and other perks.

Our solution was a ‘form follows function’ online campaign. One which would attract target audience, but also filter it – making sure that only the most suitable candidates end up at the companies’ testing sites.

We made a series of banners (somewhat cryptic to general public), with nearly each of them being a combination of a code piece and a matching headline – suggesting users to consider a career move to Estonia.

After clicking a banner, user was taken to the campaign’s landing page where (s)he needed to successfully complete a warm-up exercise, code of which was featured on the banner clicked.

The campaign which proved to be highly effective – both in the numbers and in the quality of enlisted candidates – also included remarketing banners, social media posts and POS materials for offline events.