These days, young people don’t scroll through job sites anymore. Nope, they swipe, like and save on social media. So, if you want to reach them with job opportunities, you’ll need to rethink the way you approach employer branding and recruitment. That’s exactly what we proved with Oedoededa, a TikTok campaign for VDAB.
Our case made the shortlist of the TikTok Ad Awards in 2025, but more importantly, it shows why you need to be present where your audience actually is, how to mix entertainment with education, and why putting your community first makes all the difference. Below, we dive into these three key lessons. 💡
1️⃣ Be where your audience is and speak their language
A strong message only works if it fits the platform and the way people use it. Choosing the right channel is only half the story: tone, language and formats matter just as much.
For VDAB, we wanted to reach young jobseekers who aren’t hanging out on traditional job boards anymore but are scrolling through TikTok instead. By moving the communication to that platform and focusing on short, humorous and relatable content, we matched the way this audience consumes content there.
2️⃣ Combine entertainment with education
Information sticks better when it’s fun. Dry copy and long explanations? That’s where young people quickly tune out. Humor and relatable situations grab attention, make it easier to follow, and increase the chances they’ll actually do something with it. Mix fun with substance, and you boost both engagement and impact. Of course, it always depends on your goal. Some topics call for a different approach.
But for VDAB, that mix of fun and value was exactly what worked. Together with Timon Verbeeck, a well-known content creator, we highlighted common (and painfully relatable) job application mistakes in a funny way. Then we added a short fragment from a VDAB expert with practical tips. That duo dynamic created the perfect balance between credibility and entertainment, making learning both useful and enjoyable.
3️⃣ Put your community at the center
Content sticks more when people can actively engage with it. When you reply to questions and comments, people feel seen. They’re more likely to come back, and a sense of community starts to grow around your brand. Engagement becomes bigger but also more personal and long-lasting.
With VDAB, we put this into practice by actively responding to the target audience’s comments with new content. That made the campaign feel personal and interactive. It didn’t just drive reach, it created real involvement. Viewers stayed connected and genuinely engaged.
Curious to see the full case? Or want to watch the campaign in action? 👉 On our case page you’ll find all the details and the case video.