- News
- October 27, 2025
Employer Branding Among Students: Key Learnings from Our Campaigns with SPAR university
Recruitment Through Retail Media Works Surprisingly Well
Together with SPAR university, RetailMedia.One has successfully executed several employer branding and recruitment campaigns aimed at students. Recruitment through retail media might sound unconventional, but it works extremely well when the message is relevant, well executed and properly measured. Measurement is conducted through NORM, our in-house research division. In this article we share our main learnings from recent studies and real-world campaign results.
The Challenge
Many organizations struggle to attract young professionals in a structured way, even though visibility among students directly drives the inflow of fresh talent.
Research among more than two thousand higher education students shows that this audience is eager to connect with potential employers.
Their frame of reference is still relatively limited, which means that companies that are visibly present early in their academic journey quickly gain an advantage.
The Approach
In partnership with SPAR university, RetailMedia.One developed an innovative model for campus-based employer branding. Campaigns are activated on digital screens and large video walls inside SPAR university stores and simultaneously within the SPAR university app. The app is widely used by students for checking promotions and making in-app payments, and the network generates nearly one million visits per month.
Students typically visit SPAR university locations frequently, averaging two to four minutes per visit. This pattern provides a high contact frequency and consistent exposure throughout a campaign period. The app also functions as a powerful research platform. Every day, more than one thousand students respond to survey invitations served within the app.This enables continuous measurement across the entire campaign funnel from awareness and recall to actual intent and engagement.
The Results
The combination of digital screens, mobile activation and continuous research provides a clear view of how employer branding performs among students.
Our studies revealed these five key insights:
- Students today are highly ambitious.
They want to get the most out of themselves and their careers and they prefer employers who reflect that same drive and ambition. - Young environments attract young talent.
Students want to work with peers. Campaigns that highlight youthful teams and dynamic work environments perform significantly better. - Familiarity drives preference.
Students tend to apply first to companies they already recognize. Consistent and transparent employer branding builds familiarity and trust. - Visibility is appreciated.
Students value employers who are active and visible in their daily lives. This exposure strengthens both awareness and consideration. - Time and repetition are crucial.
The optimal campaign duration for employer branding is around four weeks, with repeated bursts throughout the academic year driving the strongest results.
Measurable Impact Across the Entire Funnel
By combining data, media and research, employer branding through retail media is now measurable across the entire funnel from awareness and consideration to actual engagement and behaviour. Whether the campaigns are for banks, consultancy firms or public sector employers, the pattern is consistent. Greater visibility leads to stronger engagement.
Want to Learn More
Curious about how retail media can strengthen your employer branding or student recruitment strategy. Get in touch with Bart@RetailMedia.One or Jip@RetailMedia.One
