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Industry
Transportation
Challenge
NS, one of the most recognized transportation brands in the Netherlands, wanted to shift public perception—positioning itself not only as a leading railway provider but also as an attractive employer. With urgent hiring needs for Safety & Service roles across key cities, NS faced the challenge of breaking through a crowded job market to reach and engage qualified candidates, build employer awareness and drive intent at scale.
Results
The DOOH campaign delivered impressive outcomes across every stage of the funnel. NS saw an 11% lift in employer awareness, an 89% increase in consideration, and a remarkable 133% boost in application intent. By reaching the right audiences in the right environments, the campaign effectively turned everyday commuters into motivated job seekers.
Key Product
Demand-Side Platform (DSP)
About NS
Nederlandse Spoorwegen (NS) is the principal passenger railway operator in the Netherlands, dedicated to providing safe, reliable and sustainable transportation across the country. With a strong focus on service and innovation, NS connects millions of travelers daily—playing a vital role in Dutch mobility and society.Making NS a top employer choice
As one of the most recognized transportation brands in the Netherlands, NS sought to strengthen its position—not just as a trusted railway provider, but as a top employer. The campaign’s primary objective was to raise awareness about NS (Dutch Railways) as an employer, specifically recruiting for Employee Safety & Service positions in key cities: Amsterdam, Alkmaar, Utrecht and The Hague.
To achieve this, NS collaborated with Dept and Vistar Media to launch a strategic digital out-of-home (DOOH) campaign aimed at:
- Boosting awareness of NS as an employer
- Engaging relevant job seekers in high footfall environments
- Driving consideration & application intent through precise targeting and compelling creative
By leveraging a multi-faceted targeting strategy and high-impact digital screens, NS successfully connected with potential candidates at key moments in their daily routines—ultimately achieving strong uplift in brand perception and job application intent.
Reaching the right talent
NS implemented a multi-layered DOOH strategy to maximize campaign effectiveness.
- Gym activations: NS powered up its recruitment efforts by activating digital screens in gyms during peak workout hours, ensuring its message reached career-motivated job seekers when they were most pumped.
- Data-driven audiences: By harnessing Adsquare’s data insights, NS strategically reached individuals with a secondary education and active job seekers, effectively targeting the most relevant consumers in real-time.
- Proximity targeting: The campaign strategically activated screens within a 500-meter radius of major train stations, including Global screens at key railway hubs and JCDecaux urban panels in high-traffic commuter zones, maximizing visibility among daily travelers.
- Compelling creatives: Combining precise audience targeting with compelling video and digital creatives, the creative was built around a clear and direct message: "Are you keeping the journey friendly and safe? Become a Safety & Service Employee." Each asset featured a strong call to action, directing potential candidates to the NS careers website to learn more and apply.
Driving results: Measuring impact and success
To evaluate campaign effectiveness, a brand uplift study analyzed key metrics such as awareness, consideration and intent. The results speak for themselves:
- +11% lift in brand awareness, with 40% of exposed consumers having a positive perception of NS as an employer
- +89% increase in consideration, with 1 in 6 respondents indicating they would consider applying
- 133% boost in application intent, with 10% of exposed panelists likely to apply within the next 6 months
The power of DOOH in employer branding
By strategically leveraging DOOH, NS transformed its employer branding efforts—turning everyday commuters into potential candidates. The campaign demonstrated that reaching job seekers in the right environments with relevant messaging can effectively drive strong awareness, engagement and intent.