client: Aplikuj.pl one of Poland’s leading job search platforms
Marketing audit and ongoing marketing management focused on improving results and work quality.
Cross-functional collaboration with sales, IT, and marketing teams — to gather insights on products, services, opportunities, and potential risks.
Product evaluation and feedback to support IT development and user experience optimization.
I assessed the platform’s user journey, identifying strengths and areas for improvement in candidate and employer interactions. Additionally, I reviewed market positioning, competitor strategies, and internal marketing efforts, including advertising, content, and social media performance. Based on the collected data, I developed recommendations to optimize communication, enhance user engagement, and align marketing strategies with business goals.
Influencer marketing goals: Strengthening brand positioning in the market and increasing social media engagement. Cooperation with the well-known satiric artist Andrzejrysuje.pl
My role:
- Developing a name for the illustration series on labor market challenges → “Andrzej Aplikuje”. The name, independent of the logo, enhances the visibility of the Aplikuj.pl brand
- Market Research: Conducted research to understand industry sentiments and identify the most emotionally engaging recruitment topics.
- Creating new subject ideas for future illustrations.
- Analitics: Monitoring activities and analyzing results currently serve as a template for the marketing team to ensure proper analytics for future initiatives.
- Results: Creating the concept for the first communication, achieving a 3% engagement rate with a reach of nearly half a million, and increasing the client’s followers by approximately 5%. I was responsible for: subject ideas and testing, social media copywriting and time of publication and the way of communicating the new series. The second illustration can be interpreted as unfair hiring practices or neurodiversity both strongly resonating with the focused group why bringing even twice more comments than the previous.
I was responsible for the part of publication strategy: subject lead and choice which is related to the reach. - Developing content, including a promotional strategy for the brand’s new product, resulting in high traffic direct on the new service landing page coming from this channel.
- Implementing tracking links to measure traffic and campaign effectiveness.
Marketing Management for Brand Performance:
- Ad Performance Testing: Following an in-depth analysis, I focused on optimizing “difficult” ads—those with a lower-than-average number of candidate applications including A/B testing. By implementing specific ad filtering strategies, I successfully increased applications by 300%, significantly improving recruitment results.
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Collaboration with Departments & Data Analysis: I analyzed website traffic and implemented additional tools to track and measure the impact of social media activities, enabling more precise performance insights and data-driven decision-making.
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Product Evaluation: I assessed IT products and provided input on their attractiveness and value for clients, helping to align product development with market expectations.
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Content Development: I created compelling content, including copy and visuals, which achieved the highest engagement rate of the past year upon publication. This success led to the development of new content formats and a refreshed communication style for social media, providing a framework for the team’s future activities.
- Re-naming for services including a future naming architecture: premium brand, premium brand plus. Previous name premium wasn’t showcase a main theme of service, now we see that including employer branding and more.
Quality Management for a new Product Campaign:
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Media Plan Optimization: I co-developed the media plan for the new product and email marketing strategy.
I analyzed previous email performance metrics. Based on my findings and lead generation strategy, I recommended expanding the analytics framework to better measure the effectiveness of email marketing campaigns. - Landing Page Optimization:
After redesigning the landing page and adding a new CTA button directing users to the offer, over 50% of all user interactions were attributed to this CTA. This not only helped build a target audience for future remarketing efforts but also significantly increased website traffic. As a result of multiple marketing activities, January saw a highly attractive traffic volume for the client. -
Website Analytics for Product Performance: I prepared an analytics of tracking visits to the new product’s webpage, ensuring that sales and performance teams could leverage these insights for future promotional efforts.
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Sales & Pricing Strategy: I proposed new pricing policies and sales processes to enhance product competitiveness and maximize revenue opportunities.
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Cross-Team Collaboration: Best advertising practices were shared with the performance marketing teams to ensure optimal execution and data-driven decision-making for product promotion.
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Event Marketing Goals:
- Highlighting the nationwide event series within the HR industry.
- Showcasing the unconventional character of the meetings.
- Promoting the main conference co-organized by the client.
My Role:
- Claim: “Meetings about the Art of Attraction in Recruitment.“
- Communication Concepts for the landing page: Focus on event storytelling with key information accessible through links. Implement a subscription option to facilitate pre-sales for other cities or partners.
- Event branding creative concept strategy: including: logotype, claim, visual communication concepts
Visual identification and creative concept for the e-book.
Visual Concept: I choose colours, abstract forms and illustrations for the e-book, ensuring a strong visual correlation with the main subject and engaging format that aligned with the brand’s identity and messaging. I designed e-book to lead creative communication concept.
PR & Product Promotion:
e-book.
Strategic Partnerships & Media Outreach:
I led efforts to secure high-value partners to promote neurodiversity as a key topic including valuable experts.
This resulted in 15 partnerships with about a million in reach within 7 days.
Key partners such as Mindgram, Hearme.pl, Akademia WSB, media: TwójPsycholog, Magazyn Rekruter, eGospodarka.pl, Focus on Business, HRPolska.pl. Experts Prof. UMCS from Abecadło Anny Prokopiak who also contributed to the e-book with her expertise or influencers such as Ida Tymina.