Precision targeting with authentic storytelling

The campaign architecture centered on three interconnected elements working in concert to reach and convert experienced store managers.

Digital advertising foundation

We launched targeted ad campaigns across Meta and Google display networks, ensuring candidates encountered Albert Heijn Peeters-Govers multiple times across their digital journey. Using the "rule of 7 touchpoints" (the idea that people need to see a message about seven times before they take action), we maximized recall and trust before asking for action.

Our creative approach was simple but powerful: real store managers, not stock photos. Activating copy that spoke directly to retail professionals. And reassurance messaging about support, training, and growth opportunities. We A/B tested everything to keep cost-per-application low and performance high.

LinkedIn automation with a human touch

We deployed a LinkedIn outreach strategy targeting passive candidates at competitors like Jumbo, Carrefour, JBC, and hospitality brands. But instead of generic recruiter spam, we used the profile of Alexander, a real store manager at Albert Heijn Peeters-Govers. Peer-to-peer recruitment that felt personal, not automated. Once engaged, candidates landed on a dedicated page designed to inform and convert.

The AH Matchmaker tool

Here's where we got creative. We built a custom "Matchmaker" experience that qualified leads before they even hit the formal application process. Candidates answered a few questions about their experience, ambitions, and fit. Based on their responses, we identified "supermatches," candidates with exactly the right profile.

This did two things: it attracted passive talent who might never have applied through a traditional job board, and it pre-qualified candidates, saving HR time while improving match quality. Each campaign was geo-targeted to specific hiring stores for maximum relevance.