"Marketing between numbers, emotions and real added value"

Insights from Sandra Czok, Head of Marketing at ZAG

The personnel services sector is one of the most exciting, but also most demanding fields in marketing. For Sandra Czok, Head of Marketing at ZAG, the biggest challenge lies in the diversity of target groups: Companies on the one hand, applicants on the other. "In the end, we have to 'match' both - and that requires customised communication," she explains. Added to this is the constant change in the industry, which requires continuous adjustments to strategies and measures. "Ultimately, however, it's human proximity that makes for success - and we experience this every day in our dialogue with our branches.

More than just an "intermediary"

Sandra Czok believes that the preconception that personnel service providers are merely intermediaries is long outdated. "There is much more to our portfolio - from individual consulting to customised personnel solutions and long-term partnerships." Behind this work are complex processes, investments, passion and a deep understanding of people. "Our added value lies in creating customised solutions - not just filling vacancies."

B2B vs. B2C - two worlds, two strategies

In the B2B sector, customers are primarily interested in figures, facts, efficiency and a clear ROI argument. B2C candidates, on the other hand, respond more strongly to emotions, authenticity and the feeling of being understood. "In B2B, we therefore focus on professionalism and cost-effectiveness, while in B2C we focus on a personal approach, trust and concrete career benefits."

Inspiration from other industries

Many successful approaches in ZAG marketing originate from the lifestyle and consumer brand world: storytelling, authentic insights into everyday working life, targeted employer branding. "We are currently testing various formats in order to keep repositioning ourselves."

Employer brand with a history

Sanda Czok also takes inspiration from best practices in other industries when it comes to the employer brand. "We tell stories, show faces, let employees have their say and thus create an emotional bond." ZAG can look back on over 40 years of company history - with experiences and milestones that characterise an authentic image.

The future of marketing in the industry

In the next 3-5 years, Ms Czok expects even greater personalisation, faster response times and the growing importance of digital reach - especially via social media. AI will speed up processes and optimise campaigns, but must never jeopardise authenticity. "We work with real people - AI is a tool that supports us, but does not replace us."

Trends that stay

Employer branding and recruitment campaigns will merge even more closely. Video content for social media will continue to gain in importance, and application processes could be integrated directly into social media platforms to minimise hurdles for candidates.