The Sales Academy

The Sales Academy is growing and looks for people who fit the culture. CMO Jonas did not want recruitment to rest on a job description. He wanted to show how the team works, what ambition looks like there, and why people stay.

On TikTok and Meta a candidate scrolls past an ad that feels like a corporate video. A colleague explaining goals, rewards and atmosphere in their own words keeps attention.

IMPLEMENTATION

Team UGC that makes ambition and culture visible

Classic recruitment ads show a role, but rarely the culture. At The Sales Academy it is about ambition, targets, rewards and a team that pushes each other. That had to be in the content.

Through UGC.NL they worked with team members who shared their own experience: what a day looks like, what is expected, and why that way of working fits them. The videos stayed recognisable and direct.

The formats were ready for TikTok and Meta. New stories could grow with the vacancies, without a separate production for every round.

Targeted creator selection

Selection was about people who know the work and the culture themselves, not an outside face reading a script.

• Work at The Sales Academy themselves

• Make ambition, targets and rewards concrete

• Talk about the culture in their own words

Through UGC.NL Jonas could use these stories quickly, so campaigns could move with the inflow they needed.

POSITIVE RESULTS

More applications, stronger brand recognition, and low costs

More applications.
The campaigns delivered 6x more applications, at €3.20 per applicant.

Stronger brand recognition.
Brand recognition rose 3x, because candidates recognised the team and the culture sooner.

Recruitment that stays scalable.
New videos could be added without rebuilding the production process.

A fixed approach.
UGC through UGC.NL is part of The Sales Academy's recruitment marketing: real team stories, a lower cost per applicant and creators who show the culture.