Digital Media Case Study
Cushman & Wakefield
Building Employer Brand Visibility Across Early Careers and Fee Earners.
Cushman & Wakefield is a global commercial real estate services firm, operating across property advisory, valuation, consultancy, occupier services and investment markets. To support its recruitment and talent attraction objectives, One Day Agency planned a multi-channel digital and TV strategy designed to reach two distinct audiences: Early in Careers candidates and experienced fee earners.
The campaign needed to speak to different career stages. For Early in Careers, the focus was on younger audiences aged 20 to 28 across London, Frankfurt, Amsterdam and Paris. For fee earners, the focus was on professionals aged 28+, primarily in London, with 3 to 10 years of career experience and relevance to property, surveying, valuation, advisory and consultancy roles.
The strategy was designed to build awareness of Cushman & Wakefield as an employer, drive consideration of career opportunities and reach candidates in the channels where they spend time, consume content and evaluate professional opportunities.
Skills
Employer Brand Marketing, Recruitment Marketing, Paid Social, Meta Advertising, TikTok Advertising, Snapchat Advertising, LinkedIn Advertising, Google Ads, YouTube Advertising, Spotify Audio, Sky AdSmart, VOD, Multi-Market Digital Strategy, Campaign Measurement
A Two-Audience Recruitment Strategy
The original strategy separated the campaign into two audience groups with different media behaviours and decision journeys.
For Early in Careers, the strategy focused on younger candidates across London, Frankfurt, Amsterdam and Paris. The recommended channel mix included Meta, Snapchat, TikTok, YouTube and Spotify Audio. These channels were chosen because they provide strong reach among students, recent graduates and younger professionals, while also allowing targeting around interests such as engineering, construction, architecture, real estate, science, maths, technology, careers and education.
For fee earners, the strategy focused on more experienced professionals in London. The recommended channel mix included LinkedIn, Meta, Spotify Podcasts, YouTube TV-only and Sky AdSmart. This mix was designed to reach working professionals through both high-attention professional environments and premium lean-back media moments.
Early Careers: Reaching Younger Talent Across Europe
For fee earners, the strategy focused on reaching experienced, revenue-generating property professionals in London. The audience included people working in valuation, advisory, surveying, consultancy and related commercial property roles.
Sky AdSmart was used as a key recruitment channel to place Cushman & Wakefield in front of relevant London households through 30-second TV and VOD adverts. The campaign was designed to raise awareness of Cushman & Wakefield as a leading employer and encourage consideration among ambitious professionals.
The Sky campaign ran from 12 January to 11 February and delivered 388,897 total impressions across AdSmart and VOD. AdSmart drove the majority of delivery, while VOD added incremental reach. Combined platform reach reached 66.8%, with AdSmart reaching 57.5% and VOD reaching 34.7%. VOD also delivered 1,398 clicks and a 6.4% click-through rate.
The report also showed that VOD added 9.3 incremental cover points and that 26.7% of the VOD audience had not seen the ad on AdSmart, proving the value of using VOD alongside addressable TV to extend reach beyond the core AdSmart audience.
Fee Earners: Reaching Experienced Property Professionals
The Early in Careers campaign ran across Germany, the Netherlands and France, using Meta, TikTok, Snapchat, Spotify, Google and LinkedIn to sustain visibility across a longer campaign period.
Running from 18 November 2025 to 23 March 2026, the campaign delivered 17,761,854 impressions and 141,147 clicks. Meta and TikTok helped build the early foundation of the campaign, Snapchat added scale during the middle period, and Google became the strongest delivery channel in the latter phase. Spotify provided a consistent supporting role, while LinkedIn contributed lower but steady delivery with a more professional audience focus.
Meta delivered 3,230,250 impressions and 20,574 clicks, initially optimised for awareness before shifting toward landing page views as priorities evolved. TikTok delivered 5,000,416 impressions and 32,469 clicks, acting as both a scale channel and a traffic driver among 18 to 34-year-olds. Snapchat delivered 3,614,244 impressions and 9,006 clicks, supporting awareness and remarketing. Spotify delivered 1,056,902 impressions and 652 clicks, adding frequency and reinforcement in an audio environment. Google Ads delivered 4,718,830 impressions and 70,582 engagements, combining YouTube, Demand Gen and Search to drive awareness, engagement and later-stage intent.
Why the Channel Mix Worked
The campaign worked because the media strategy matched the behaviour of each audience segment.
For Early in Careers, the channel mix prioritised scale, mobility and attention. TikTok, Snapchat and Meta reached younger audiences in mobile-first environments, YouTube added video scale, Spotify created audio reinforcement and Google supported the campaign with broader engagement and later-stage search activity.
For fee earners, the channel mix was more professional and premium. LinkedIn provided role and seniority-based targeting, Meta added scale against property and construction interests, Spotify Podcasts offered trusted long-form audio environments, YouTube TV-only created big-screen visibility and Sky AdSmart delivered household-level precision across London.
This meant Cushman & Wakefield could build awareness with younger candidates while also reaching experienced property professionals in environments more aligned with their media consumption and career stage.
Results and Learnings
The campaign successfully supported Cushman & Wakefield’s recruitment marketing objectives across two very different talent audiences.
For Early in Careers, the campaign delivered high-volume digital visibility across multiple European markets, generating 17.76 million impressions and 141,147 clicks. TikTok, Meta and Snapchat created strong early and mid-campaign momentum, while Google became the strongest late-stage engagement driver. The campaign showed that younger audiences, particularly 18 to 34-year-olds, responded strongly across social and Google environments.
For fee earners, Sky AdSmart and VOD delivered a targeted London recruitment campaign with 388,897 impressions and meaningful incremental reach from VOD. The strongest delivery came through AdSmart, while VOD helped extend coverage and added response through clicks.
The key learning was that recruitment marketing performs best when treated as a full-funnel media challenge, not simply a job advertising exercise. Early careers audiences needed high-reach, mobile-first and culture-led channels, while experienced fee earners required more premium, professional and household-targeted media. By separating the audience strategy and matching the media mix to each group’s behaviour, One Day Agency helped Cushman & Wakefield build employer visibility across both future talent and experienced commercial property professionals.
