Jobcenter StädteRegion Aachen

We developed a comprehensive social media concept for the Jobcenter of the Aachen city region to significantly increase the Jobcenter’s reach and interaction rate on Facebook and Instagram. Based on a detailed analysis of the current situation and a target group survey in Aachen, we identified core problems and opportunities for the job center’s social media presence. Our strategy focused on educating and destigmatizing the Jobcenter through high-quality, informative content that highlights the services and added value for the community. We focused not only on the primary target group of benefit recipients but also on secondary target groups such as friends and relatives or other people close to benefit recipients.

We implemented several new content formats, including FAQ postings, explanations of benefit types and the creation of personas that reflect the diversity of the job center’s clientele. We also used A/B testing on paid ads to measure and adjust the effectiveness of different approaches. Our measures led to an increase in the number of followers and a significantly improved interaction rate, which increased the visibility and positive public image of the job center.

These targeted measures not only enabled us to increase reach and engagement but also to positively influence the understanding and perception of the Jobcenter. The project was characterized by a successful collaboration with the Jobcenter’s social media team and established a sustainable basis for future communication and interaction with the target group.