Case Study: Behind the Scenes of the GTWORK Employee Recruitment Campaign
- Maydan Sharvit
- Jun 11
- 5 min read
Updated: Jul 6
How we built a targeted campaign for an app that connects people to temporary jobs.
What happens when you set out with one clear goal:
Recruiting workers to use the GTWORK app – for quick, hassle-free access to temporary and on-demand jobs?
This is what a recruitment campaign for an app looked like in 2025 – precise, data-driven, and results-oriented.
It Starts with the Message
When the goal is to recruit workers for temporary jobs — through an app, with no résumés, no phone calls, and no interviews — you have to be crystal clear:
What should they understand in the very first moment?
That the jobs are flexible and fit their schedule
That everything is done through the app
That there's no commitment beyond the shift they apply for — no interviews, no bureaucracy
From this, we shaped the message that led the campaign:
“Temporary jobs that fit you perfectly. Simple. Easy. One click.”
The Creative: Precise, Colorful, Platform-Ready
For the recruitment campaign promoting the app, we created a series of videos and ads tailored specifically for two distinct audiences:young adults aged 18–28, and adults aged 29–55.
🎥 First video: 36 seconds long, with a blue background — energetic and direct.
🎥 Second video: 24 seconds long, in a lighter color tone, featuring a casual message with a personal touch.
Both videos were adapted for TikTok – including shorter durations and tone adjustments to match the platform:
🎥 The blue video was shortened to 22 seconds.
🎥 The lighter-tone video was shortened to 15 seconds.
In addition, slight copy adjustments were made to match TikTok’s sharper, more immediate tone of voice.
The creative direction was built with a platform-first mindset — no recycling, and no compromising the brand’s DNA.
🖼️ Dynamic Image Ads:
👩💼 For the Older Audience:
Two additional videos were produced for the older audience, formatted as square videos/Reels for Facebook and Instagram:
🎥 First video:
Focused on income supplementation, flexibility, and job availability — using a calm tone and a pace tailored to the audience.
🎥 Second video:
Features voiceover narration and focuses on re-entering the workforce, simplifying the onboarding process — “No résumé, no interviews, everything’s in the app.”
The main goal: to convey a sense of confidence, simplicity, and stability — while breaking down barriers related to age, experience, or technology.
🖼️ Dynamic Image Ads:
🤝 Creative Collaboration
The creative work was carried out in close collaboration with Neta — a graphic designer and content creator — under the strategic and marketing leadership of MarketingMinds, as part of the CMO as a Service provided to GTWORK.
This service includes full support on:
Content strategy
Message development
Audience-specific creative direction
Planning and aligning all media assets across the campaign
The seamless integration of content, design, strategic planning, and campaign management is what allowed this campaign to stand out online and drive a clear action: downloads, signups, and actual job placements.
📊 Smart Launch and Professional Media Management
Distribution was executed by an experienced external campaign manager, responsible for:
Launching the campaigns based on audience segments and geographic areas (Gedera, Hadera, Jerusalem)
Dividing by job types (bartenders, ushers, hosts, etc.)
Ongoing optimization and daily budget management
The campaigns were deployed on Facebook, Instagram, and TikTok, following a well-planned structure of audience targeting, tailored content, and strategic scheduling.
Within just the first 3 days, the campaign showed promising traction:Dozens of new users downloaded the app — and the number keeps growing. Additionally, there was a steady rise in followers across GTWORK's social pages, reinforcing the creative's value not only in immediate results — but also in long-term branding and digital asset development.
📱 Real-Time Measurement with AppsFlyer
When it comes to app recruitment campaigns — precise measurement is a must.
Using AppsFlyer, we analyzed attribution data to uncover:
Which platforms brought in the most users (TikTok? Instagram? Facebook?)
Whether user quality differed between iOS and Android
Which content versions didn’t just generate clicks — but led to real installs and in-app actions (like signing up, choosing a shift, or starting work)
These insights helped us redirect the budget more intelligently and continuously improve performance on the fly.
🔍 Summary:
During the first 5 days of the campaign, we spent ₪777, resulting in 165 app downloads — an average cost of ₪4.70 per install.
Throughout the campaign, we identified major cost differences between Android and iPhone users on META platforms:
📱 Android:
Cost per click: just ₪1.39 (based on 100 clicks)
Facebook feed: 260 clicks at an average of ₪1 per click
🍏 iPhone:
Cost per click: ₪16.60
Facebook feed: only 19 clicks at ₪16 per click
Given the dramatic differences, we made a focused decision:Reallocate the media budget exclusively to Android users to improve cost-efficiency.The updated daily budget was set at ₪90 per day.
The TikTok campaign is showing strong performance – with an exceptionally low cost per conversion (₪0.21–₪0.25), solid CTR (0.43%–0.45%), and a conversion rate of around 0.2%.The Android audience leads in clicks, conversion efficiency, and impressions – making it the most profitable segment.
✅ Excellent cost per conversion✅ Android delivers better results than iPhone✅ iPhone shows strong performance compared to other platforms
Looking ahead – if the campaign continues to perform at this level, we’ll consider increasing the budget, especially for Android audiences.Key advantage over META: TikTok delivers significantly lower conversion costs for iPhone users – successfully meeting performance goals. Update: Lead Campaign Performance Overview (June 15–30):
During this period, a total of 641 app downloads were recorded — 524 on Android and 117 on iOS. These figures reflect all downloads within the timeframe and are not necessarily limited to users acquired through the campaign, but they serve as our working assumption.
Conversion rates during this period were significantly higher compared to previous campaigns, even though there isn’t always a direct match between downloads and subsequent registration steps (profile creation, quick registration, and full registration).
✅ Key Takeaways for a High-Quality Recruitment Campaign
When recruiting through an app that connects people to on-demand jobs, a great campaign must be built on five core principles:
🔹 Sharp messaging that speaks the audience’s language🔹 Creative tailored to each platform🔹 Tight collaboration between design, content, and marketing🔹 Smart media management focused on results🔹 Accurate measurement that shows exactly where every shekel went
Because it’s not just about looking good — it’s about acting smart.It’s about getting the right people to download the app, apply for shifts, and start working.
👩💼 Feel like your company needs a strategic marketing authority that plans smart moves and executes them too? CMO as a Service might be exactly what you're looking for.
Maydan Sharvit - Outsourced CMO
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