Proximus boosts recruitment through targeted bars To stand out and attract talent, many companies use billboard advertising campaigns for their recruitment efforts.

Objectives

Proximus's main goal was to reach young professionals and job seekers aged 18 to 30 in environments where they spend their free time, rather than relying solely on traditional recruitment channels. To maximize impact, the campaign needed to focus on places of life and leisure (rather than tourist areas) and minimize advertising waste by precisely targeting high-potential geographic zones.

Solution

To meet this challenge, Proximus launched an innovative DOOH (Digital Out-Of-Home) campaign, using digital screens placed in venues frequented by young professionals, such as bars, gyms, supermarkets, and gas stations in the targeted regions.

In Antwerp, the ads were displayed in gas stations and on urban billboards. On the Belgian coast, the focus was on high-traffic residential and tourist areas, while in West and East Flanders, the ads were visible in public transport, stores, and gyms.

This campaign aimed to capture the attention of a captive and qualified audience, with interactive ads encouraging passersby to discover career opportunities at Proximus via a QR code, allowing them to apply directly from their smartphones. This hyperlocal targeting, based on proximity criteria of 500 to 1,000 meters around key areas, helped minimize losses and reach a qualified audience of job seekers.

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Conclusion

The campaign not only enhanced Proximus’s visibility as an innovative employer, but also generated a steady flow of applications for open positions. This initiative demonstrates the effectiveness of DOOH solutions in capturing the attention of young talent in non-traditional environments, while reinforcing Proximus’s image as a modern and accessible employer.