SPAR Recruitment NL X Adwise

The objective

Recruiting new teams for a globally known grocery franchise

Founded in 1932, SPAR is a globally known grocery franchise serving customers around the world. As the franchise has grown, so have its business and culture, now focusing not only on the customers buying products at SPAR, but also on the experience and growth of its employees, as well as streamlining recruitment to find the best team possible through SPAR Recruitment.

At SPAR Recruitment, everything revolves around collaboration, growth, and passion: with the belief that when you grow in your work, SPAR as a whole becomes stronger.

Working with Adwise agency, SPAR Recruitment sought to run an updated campaign on TikTok to attract young applicants to open jobs on the SPAR website.

The solution

Creating a native application experience without directing users off the app

Using a retargeting lead generation campaign, SPAR used informative content to encourage people to apply.

The key to success for this campaign was TikTok's inbuilt lead forms which created a native experience for targeted TikTok accounts, enabling them to apply without leaving the app – minimising disruption to their app experience and therefore increasing the likelihood of applications.

SPAR also used an innovative follow-up approach with the campaign, connecting the lead generation campaign with Whatsapp to continue the conversation with applicants and create a seamless experience.

Teaming this feature with a retargeting strategy focused the campaign reach on potential applicants most likely to complete the lead form, optimising ad spend for the campaign.

The results

Building a new method of connecting with GenZ audiences and optimise recruitment processes

The campaign to raise applications for SPAR NL jobs was a huge success! Reaching over 120,000 young people, increasing applications by 43% with a 25% increase in application rate (1-in-8), and generating 55 leads in the first month.

The campaign provided SPAR Recruitment with a new way to reach a Gen Z audience using ad tools that optimised performance and led to a highly efficient campaign delivering strong results.

The biggest contributor to improved performance and conversion was linking TikTok lead forms to an automated WhatsApp flow. This made the application process more direct and user-friendly, reducing drop-offs and increasing the conversion rate by 43%.

The campaign also had a broader impact beyond the metrics. The combination of TikTok and WhatsApp not only improved conversions but also strengthened SPAR’s employer brand among young people by offering a modern, accessible application experience that aligns with their communication preferences.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.