Evonik

For a B2B company that does not produce end products itself, showing career paths and their impact in the world can be a challenge. Evonik explains how it contributes to a wide variety of products, e.g. makes tires more fuel-efficient, towels fluffier, mattresses bouncier. “As the builders of the future, we are working to improve people‘s lives by thinking beyond chemistry. Today and tomorrow it takes #HumanChemistry.” The Evonik employer brand adopts this in their messages for potential candidates. The LinkedIn campaign was part of their annual global media activities.

Thanks to relevant content pushed through 3 campaigns within 6 months, Evonik reached out to an audience in the fields of Chemicals and Engineering. The strong LinkedIn targeting capabilities allowed them to specifically decide who should see the content in their newsfeed.

In order to better track the ROI of the campaign, Evonik used the LinkedIn insight tag and was able to track conversions on their career website.

Campaign in three waves (July, Sept, Dec)

1st campaign – 4 different kinds of videos
2nd campaign – 1 single image ad
3rd campaign – 2 single image ads

LinkedIn Sponsored Content

Anne McCarthy

Global Head of Employer Branding, Evonik

Evonik attracts the right audience to their career website through targeted content