BALKANS — True love might be found on Tinder but how about real jobs? Over the past month, several unusual profiles have appeared on the dating app with witty lines like, “Who says it shouldn’t last longer?“ “If you’re into bonding, we got something for you.“
The innovative campaign in the Balkan region, published exclusively on Tinder, took an unexpected approach to hiring new staff. Created by the agency New Media Team from Belgrade, the campaign was born mostly from the need to freshen up the approach to finding new employees, who are already fed up with typical job ads. It was designed in order to target different age groups on Tinder, by posting messages created to draw their attention.
“Finding and hiring top-notch people is our imperative, as it is the strength of our team that provides us with the leading position on the market. We chose Tinder as our communication channel because it is fresh – people use it not only to find new emotional partners, but to hang out and make new connections, so we wanted to introduce ourselves as well, by offering them new job opportunities. Our creative team has carefully chosen solutions that are adapted to this app’s style – some of them are maybe slightly riskier, but we are aware of the fact that attention nowadays cannot be caught by traditional visuals and copies anymore,“ said Aleksandra Radujko, Founder and CEO of New Media Team.
He added that it was basically a zero budget campaign, as entire creative was done within the agency team – from art direction, through photo content production, copywriting, to placing the campaign on Tinder.
“We really enjoyed the whole process, while the number of reactions and applications has surpassed all our expectations. This has been a great adventure for our team and we strongly believe its long-term potential is yet to be seen,“ he added.
The principle was based on Tinder’s swipe right and match to provide more information about the desired position; swipe left and the campaign goes together with all the other unwanted profiles.
Through witty profile names and descriptions, it was transparent that the project is meant for recruiting and that it has a very clear intention – to intrigue and motivate Tinder users who are working in the areas of PR, marketing communications, digital and influencer marketing, design, event organization and production, to apply for open positions.
Now it only remains to be seen which of the candidates will be the true match.
