In the following case study we present the story of a collaboration that is a great demonstration of the potential and potential of effective PR. From the very beginning, the focus of the cooperation with Jobtain has been PR campaigns that emphasize the company's human-centred approach, reliability and excellent expert attitude. The business has delivered outstanding performance even in the biggest crisis, such as during the Covid pandemic and the outbreak of the Ukrainian-Russian war. Thanks to successful PR campaigns, Jobtain is now not just an HR company, but an organization that does everything for employees, even in difficult times. The success of our cooperation can also be seen in the integrated campaigns in which PR and marketing strategies are mutually reinforcing to achieve Jobtain's business objectives. Thanks to many years of cooperation, the strategy we have developed has not only made the company popular, but also laid a solid foundation for building an authentic and reliable image of Jobtain.
Our cooperation with Jobtain began in 2021. At that time, the company had been on the market for almost 15 years, but was an almost unknown player for the media. Realizing this, the company decided to enlist the help of a PR and marketing expert agency to promote the company, a task for which it ended up entrusting JeansDay Marketing. The main profile of the company is the recruitment of workers, which is carried out beyond Hungary's borders. At that time they mainly employed Hungarians from Transcarpathia and Transylvania. Jobtain not only helped employees with job search and job administration, but they were also actively involved in travel and accommodation.
In the company, we met an enthusiastic, energetic and responsive management and team who, despite the market challenges and competitive situation, took an absolute people-centred approach to work, which permeated the entire operation of the company. Already at the beginning of the joint work, we realized that this is a rare value that must be conveyed to the general public, because this attitude and company culture elevates them above the competitors in the market.
At the beginning of the joint work, Jobtain even had very minimal experience in working with the media, did not have press relations and had no press appearances. In the field of PR, our mandate was multifaceted, on the one hand we had to win the trust and sympathy of the public and employees (B2C), and on the other hand, we had to promote the employment agency (B2B) among potential partner companies.
The formation of the image conveyed to the public was based on in-depth interviews with the management, through which the main values of the company were outlined. Along these lines, we jointly formulated the most important messages that served as the basis for PR communication.
✔ For Jobtain, a human-centered approach is key.
✔ Jobtain is a reliable, certified Hungarian employment agency.
✔ Jobtain has decades of experience in recruiting foreign workers.
✔ Jobtain is the answer to the HR problems of companies operating in Hungary.
✔ One of Jobtain's most important tasks is to preserve Hungarian jobs.
✔ Jobtain with foreign workers helps to maintain the competitiveness of the country.
✔ Jobtain's expert team is cohesive and helpful.
Defining the main messages was the first step towards effective PR activity, which laid the foundation for authentic and consistent communication. However, this alone has not yet resulted in a wider awareness of the business. This was followed by a really active part of the work, the essence of which was to address the press in the form of regular statements and press releases issued 1-2 times a month and constantly renewed in content. Of course, in order for the press releases to reach the readers, we had to get the articles to be published organically by as many media as possible, which we could only achieve by covering topics that interest and move the public.
Since Jobtain is also active in an area of interest to the general public, which is covered by the press as a rule, we managed to get press appearances organically by processing current market topics and providing expert comments. However, it was a challenge that articles about the industry divided the public many times, so in the case of Jobtain, we had to pay attention to ensuring that the press materials we published were expert articles free of political messages, with which we could build trust in the public. The main means of this were transparent communication, dispelling uncertainties and misconceptions, and education on economic processes. For example, when the opinion that foreign workers take away the work of Hungarians began to spread in public discourse, Jobtain was one of the first to react to it and began to spread the position that the presence of foreign workers contributes to the retention of Hungarian jobs overall.
The situation on the labor market is an attractive topic for domestic media, but in many respects it is a sensitive area, so the PR agency should be careful when communicating about it.
When we started working with Jobtain, even the recovery of companies after Covid was the main topic, as well as how foreign workers can help the economy recover again. During this time, we have worked a lot to make the public aware of the challenges facing the domestic labor market and what additional measures the employment agency is taking to ensure the well-being of employees, as well as what regulations and strictures have been put in place in the state of emergency caused by the pandemic. These topics were highlighted because there was a very strong uncertainty among employees at the time, so we considered it important to show that Jobtain is an organization that does not leave its employees alone and takes care of them even in difficult times.
The Ukrainian-Russian war that broke out in 2022 opened a whole new chapter in Jobtain's life. Most of the company's workforce at that time was made up of Ukrainian workers, so within a short period of time the organization had to face a huge challenge. On the one hand, because many of the men who made up the majority of the company's Ukrainian employees became conscripts and went home, and on the other hand, the families of many employees were forced to flee, who had to help the company with their travel, accommodation and care. Jobtain responded very quickly to the challenges and immediately after the outbreak of war began to develop a new plan of action, which was aimed on the one hand to make up for the missing workforce and, on the other hand, to organize a team of charitable helpers who worked around the clock for months to bring the war to safety families fleeing.
As a PR agency, our job was to help our client gain an advantage even from a difficult situation. Helping Ukrainian families was a theme that greatly contributed to Jobtain's authentic and people-centred image and generated widespread sympathy among the audience.
This period also created an opportunity for Jobtain to appear as an expert in the domestic press. Since the company has been engaged in the recruitment of Ukrainian workers for more than 10 years and also operated an office in Transcarpathia, it has a wealth of knowledge and vast experience in matters affecting the region. During this period, as a result of the press releases issued, we as an agency also received several separate inquiries from the leading media, who asked the head of Jobtain for expert opinions on the effects of the war situation on workers and the economy.
The editorial office of Világgazdaság.hu contacted the head of Jobtain several times to comment on the situation of Ukrainian refugees and workers.
Jobtain was also featured in national newspapers as an expert speaker.
Thanks to our cooperation, we managed to place Jobtain among the experts of the Hungarian labor market within a year. Constant appearances in the press not only made the company popular, but also Jobtain's CEO, Magdolna Mihály, who was introduced to the audience through speeches in press releases.
In the second half of 2022, the focus shifted from the Ukrainian-Russian conflict to recruitment from more distant countries, as the Hungarian government at that time opened the possibility of facilitated employment of workers from 9 more countries, including Vietnam, Mongolia, Indonesia and the Philippines. Jobtain was one of the first to deal with workers from the latter country in Hungary, after becoming a qualified employment agency and obtaining permits for the domestic employment of Filipino workers.
At that time, the main goal of our PR activity was to dispel the concerns of the Hungarian public regarding the labor force coming from distant countries. Since the head of Jobtain, Magdolna Mihály, already held an expert position in the media by this time, thanks to the press releases issued, we were able to contribute greatly to the positive perception of Filipino workers in Hungary, which has since been joined by many recruitment companies.
Thanks to successful press communications, Magdolna Mihályi gave a 30-minute interview as an invited expert in the morning radio program of Rádió 1 Balázsés, which was listened to by millions throughout the country. The topic of the conversation between the head of Jobtain and the morning staff of Radio 1 was the employment of third-country nationals, where Magdolna Mihály successfully shed light on many aspects that justify and even require the employment of foreign workers in Hungary.
Thanks to the interview, millions of students were able to learn about Jobtain's activities and involvement in the employment of foreign workers in Hungary.
In order to achieve business goals and success, it is essential that the communication of the business is uniform and pointing in one direction across all channels. Thus, in addition to creating effective and continuous PR communication, it was important to coordinate Jobtain's marketing activities with the main messages. In 2023, we launched a comprehensive integrated corporate communication campaign, the main guiding thread of which was the issues formulated in PR communication. The messages published in the press releases have been integrated into Jobtain's social media platforms and transposed into digital and offline marketing campaigns. Thanks to this, we have increased the reach of content and unified the image of the company on all platforms, while strengthening Jobtain's relationship with audiences and followers across multiple platforms.
Jobtain's 2023 billboard campaign echoes the messages in press releases.
Thanks to the constant press releases and statements, Jobtain now receives special attention and plays an expert role in the professional field. This is evidenced by several professional recognitions received in recent years. Thanks to our PR cooperation, the Jobtain brand is already well known in wider business circles, so the company now has a stronger position in business negotiations. Thanks to effective PR, Jobtain has now become a popular brand for partners and employees, which is supported not only by positive feedback from the company, but also by the company's success in the market.
