HALEONGoing to Work with a Smile
Industry
Healthcare & Pharma
Services
Communication Strategy, Performance Marketing, Web Design & Development, Offline Campaign, Online Campaign, Employer Branding
Haleon is a global leader in consumer healthcare, specializing in oral care products.
Its portfolio includes household names such as Sensodyne, Aquafresh, and Parodontax—distributed in over 100 countries worldwide. With operations across multiple markets and a production facility in Levice, Slovakia, Haleon approached us with a clear goal: strengthen its position as an attractive, stable employer in the region. The campaign aimed not only to enhance overall brand perception but also to streamline the recruitment of qualified candidates for specific roles.
The Levice region posed a significant challenge – low unemployment (3 % compared to the national average of 5.4 %) meant a limited candidate pool. In such a competitive labor market, the task was to capture attention, build trust, and motivate diverse audiences while driving high-quality applications.
Strategy and Plan
We designed a multi-phase employer branding campaign rooted in Haleon’s global values yet firmly grounded in the local context. In the first phase, we focused on emotional communication to address a broad audience and create positive brand associations. The second phase shifted toward rational messaging – highlighting job stability, fair conditions, and employee benefits tailored to the region. At the same time, we integrated performance-driven elements to boost both the volume and quality of applications, optimize Cost per Acquisition (CPA), and actively support conversion across the recruitment funnel.
Campaign Execution
The campaign’s insight was built on a strong, simple connection between Haleon’s products and the people who make them. This positive and relatable idea established a powerful emotional link with the brand as an employer of choice.
The media strategy combined reach and performance channels. To build awareness, we deployed Programmatic video and banners, Meta Ads, regional PR collaborations, SMS targeting (via Market Locator), and outdoor formats (billboards, citylights, public transport). Recruitment efforts leaned on precision formats through Google Ads (Search, Demand Gen, PMAX, and remarketing), Meta Ads, and geo-targeting of relevant local employers. For specific positions, we further strengthened communication with targeted collaborations on Profesia.sk’s social channels. Thanks to this cross-channel approach, we effectively managed the full funnel from awareness to consideration to conversion.
Exceeding KPIs and Expectations
The combination of smart strategy, a strong creative concept, an effective media mix, and a dedicated career landing page delivered outstanding results. The campaign generated more than 3.1 million impressions across platforms and attracted 17,017 visitors, which meant reaching 179 % of the KPI target. Thanks to the well-designed career landing page, we achieved a conversion rate of 3.06 %, significantly surpassing the original benchmark of 1.5%. In the recruitment phase, the volume of received CVs exceeded the goal by 268 %, all without any negative impact on their quality. This project proved that with the right balance of creativity, media strategy, and performance focus, employer branding can directly translate into measurable hiring success.
