How a company among Poland’s 500 largest recruits on Facebook

Reinforcing a potential employee’s conviction that working at KRUK is a chance for professional growth in the great atmosphere of a team with passion.

It all began with an analysis of how the debt collection industry is perceived. In the financial sector KRUK S.A. is one of the most important players as an employer. It turns out that the public does not think well of debt collection, which is why we took steps aimed at changing that thinking.

We approached it realistically — because the receivables management industry, and working in it, is work like any other. KRUK has a developed, modern IT department with its own proprietary systems, which have improved the organisation’s effectiveness in every area. All of it rests on a mature and conscious approach to CX, which you can hear about in KRUK’s social media.

Above all — the language of benefits.

We said: “Everyone talks about fruity Thursdays, remote work and sports packages.” What if we started talking about… THIS is where our ideas for themed series were born. Want to read about them? Read on.

… on running Facebook and LinkedIn Ads. The campaigns focused on promoting job offers and showing company initiatives, the working culture, and on taking the mystery out of working in debt collection.

The client set us the goal of driving traffic to the site. We worked strategically here, on a flat marketing funnel. We generated 15,112 unique link clicks.

… and then, using warm audiences (simultaneously with cold ones), we sent engaged and active people to the website. In the next-to-last stage of the funnel it was again important to direct traffic to the careers page, with the aim of finally convincing a potential candidate to apply. As a result, an application submitted by a candidate cost us an average of PLN 8.83.

Between July ’22 and December ’23 our reach on Facebook grew by 680.8% compared with the previous period, December ’20 – June ’22.

The “One year in” series was a themed cycle that encouraged employees with a year at KRUK behind them to share their observations. Over several months a handful of people featured in the series talked about their experiences, their successes and the pleasant surprises they had had. Those contributors helped us raise interest in taking part in series of this kind, which we keep introducing on KRUK – Kariera.

We introduced feminine job titles into job offer posts and into social media communication. We added content with a humorous streak to close the distance. Why? Without trivialising KRUK’s values, and without diminishing the substance of work in debt collection, we wanted to show that the company can be proud of a strong organisational culture, a tight-knit team and genuine involvement in the content published online.

Throughout our cooperation we have looked, and still look, for ways to engage both the audience and the employees in socially important initiatives.

We are proud of our small social campaigns, which drew real engagement from KRUK’s employees.

For International Women’s Day we produced an infographic showing that at KRUK women make up the majority of people in managerial positions. We asked employees to send us their photos, which were used in a post raising awareness of breast cancer prevention. The men joined in as well, and in total several dozen KRUK employees put on a pink ribbon or a pink item of clothing.