+55% more applications on the same budget.
Social recruiting for Schmittenhöhebahn AG

+55% more applications on the same budget.
Social recruiting for Schmittenhöhebahn AG

Schmittenhöhebahn AG is a leading tourism company in Zell am See. It operates the mountain railways, its own restaurants and boat tours on Lake Zell, offering year-round experiences. The company is constantly seeking employees for a variety of departments and offers diverse job opportunities in a seasonal environment.

 

The Challenge

A limited market with regional challenges

The job market in the Zell am See region is highly competitive and there is a small pool of potential candidates. Previous recruitment efforts have yielded too few high-quality applications and have been inefficiently budgeted.

  • Lack of a target-audience-specific approach

    Previous recruitment efforts were too general in their approach to potential applicants. Different occupational groups, ranging from food service and cable car operations to administration, were not targeted effectively. Consequently, the content lacked relevance and failed to resonate with applicants.

  • No clear position from the employer

    There was no consistent, overarching communication strategy. Why choose Schmittenhöhebahn AG? What are the benefits? What is it really like to work there? Without a clear brand identity, the company was indistinguishable from its competitors when it came to recruiting skilled workers.

  • A highly limited, regional talent pool

    The search radius was limited to Zell am See and a 40-kilometre radius around it. This significantly reduced the potential target audience, and it was not possible to make up for wasted coverage by increasing the volume of applications. Every application had to be perfect.

The Goal

Higher-quality applications rather than a larger volume

The focus was on the quality, not the quantity, of applications. Despite a severely limited regional talent pool and a fixed budget, the goal was to create a more targeted recruitment message and reduce friction in the application process to attract more relevant applicants.

The biggest impact came from the structure, not the budget: clear creative assets, streamlined processes and consistent optimisation based on the right KPIs. Taking a data-driven approach to the entire journey, from the ad to the application, was a key factor. This enabled us to optimise our advertising materials and the funnel continuously, specifically targeting an increase in qualified applications.

Vivian Munter
Performance Marketing Manager

Our Approach

Performance through Structure

The focus was on three key strategies: simplifying the application process, ensuring clear messaging and managing targeted campaigns. The aim was to enhance relevance throughout the entire customer journey and consistently eliminate barriers.

 

 

A streamlined user journey, without form-related hurdles

The application process has been radically simplified. Instead of traditional forms, candidates are guided step by step through the process using an interactive funnel structure. Thanks to the 'Perspective' tool, the application is optimised for mobile devices, does not require a CV to be uploaded, and can be completed in just a few minutes.

 

The result? Less friction, higher conversion rates and better-qualified applicants.

Focus on performance instead of complex targeting

Ads are served exclusively via Meta and have a clear regional focus. Differentiation is achieved through creative assets and messaging rather than complex targeting setups.

 

The result is more applications — and, above all, more relevant ones — thanks to continuous, data-driven optimisation.

Engaging claim mechanics with flexibility

'Schmitten rein ins...' is a flexible tagline designed to target different roles and audiences specifically. The wordplay creates brand recognition and a sense of connection, while clearly conveying the recruitment message.

The result: a more targeted recruiting campaign that is highly relevant to different target groups.

The Results

More applications. Higher quality.

The combination of clear, creative mechanics; a streamlined user journey; and continuous optimisation led to a significant improvement in performance: a 55% increase in applications was achieved while maintaining the same budget, and the cost per application was reduced by €22. There was also a noticeable improvement in the quality of incoming applications.

 

Infographic: +55% applications with the same budget, €22 lower cost per application, and a noticeably higher quality of incoming applications.

We were not only able to significantly boost efficiency, but also substantially improve the quality of the applications. We achieved all this through more targeted budget allocation, which led to more sustainable results.

Christian Mayr
Head of HR/Human Resources

The Key Learnings

What really works for Social Recruiting

The key lay in the combination of clear messaging, streamlined processes and data-driven optimisation. The following insights demonstrate the factors that really matter for achieving measurable performance:

  • Performance starts with the creative strategy.
  • Broad targeting works when the messaging is precise.
  • A mobile-first approach is not optional, but a prerequisite.
  • Interactive funnels increase both the conversion rate and the quality of applications.
  • Fewer hurdles lead to better decisions on both sides.

Your Contacts

Get your performance marketing check now!

Would you like to know how your campaign is really performing? Let's analyse customer journeys, messaging and channels together to identify areas for improvement. This service is free of charge and comes with no obligation.

 

 

Vivian Munter

[Translate to English:] Vivian Munter, Performance Marketing Managerin
Vivian Munter, Performance Marketing Manager
Kontakt per E-Mail
Auf LinkedIn vernetzen (Open in a new window)

Karoline Boller

[Translate to English:] Karoline Boller, Digital Project Managerin
Karoline Boller, Digital Project Manager
Kontakt per E-Mail
Auf LinkedIn vernetzen (Open in a new window)

Smart Answers, Real Impact

Social recruiting (also known as social media recruiting) refers to the targeted recruitment of employees through social networks such as Instagram and Facebook. Instead of traditional job postings, potential candidates are reached where they spend their time—with content tailored to the platform and a simple application process.

A social media recruiting campaign combines a clear creative strategy with a streamlined application funnel. In the case of Schmittenhöhe AG, we deliberately took a broad approach, differentiating ourselves through messaging rather than narrow targeting, and directed interested candidates directly into a mobile-optimized funnel—without requiring them to upload a resume.

In social recruiting, costs are typically measured per application (cost per application), not per click. Efficiency is key: In the Schmittenhöhe project, the cost per application dropped by €22—while the budget remained the same and the number of applications increased by 55%.

Performance recruiting aims to deliver measurable results in a short period of time: more qualified applicants while making efficient use of the budget. Employer branding has a long-term impact on the employer brand. The two complement each other—but if you need to fill open positions quickly, start with performance recruiting.

Social recruiting is particularly effective in areas where the talent pool is limited to a specific region and competition is fierce—such as when recruiting staff for the restaurant, hotel, and tourism industries. It also allows employers to quickly expand their reach and increase the number of applications for seasonal positions.

Yes. Especially when you need to find seasonal workers or recruit staff for a specific region (e.g., Zell am See), you can narrow down the targeting to a specific geographic area and activate it in a targeted manner using relevant creatives.
 

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