Job vacancy not filled despite three months of job advertisements advertised on all channels
Substantial personnel marketing with a clear target group strategy and communication concept is essential! Date: October 2, 2025Insights and stories from HR consulting.
Between March and June 2025, it was advertised as a key position in the public infrastructure sector.
Everywhere: Stepstone, Monster, Interamt, bund.de, Jobware, Stellenanzeigen.de, ingenieur.de.
Plus a large print ad in the trade journal “Straße und Autobahn” and a regional ad in the daily newspaper. Three months, more than a dozen channels, five-figure expenses—and the result? Hardly any applications. Even fewer suitable ones.
The cause lies not in the market, but in the system
The reflex was typical: increase visibility, cast a wider net, “the right people” should see it. But the right people don't see it—or they've already been hired, approached, or simply have no motivation to change jobs based on an anonymous ad. What was missing was not presence, but a well-thought-out personnel marketing strategy. The focus was purely on passive reach. And when that fizzled out, the next supposedly “active” step came: the image film.
Young people jumping around, lively music – but no one with leadership responsibility is applying.
The promotional film was professionally made. People are on first-name terms, jumping through corridors, looking meaningfully into the camera. The goal: to show modernity, signal activity, and emotionally engage young target groups. But they weren't looking for a career starter in sweatpants—they were looking for an experienced expert with management experience. Someone who would take responsibility for planning, personnel, procurement, and quality.
Misconception 1: Visibility replaces communication
The fundamental mistake: Everything was done except asking directly. No active sourcing. No direct approach. No comparison with the actual candidate market.
And when the urgency of the situation was finally recognized, we—Kontrast Personalberatung GmbH—were approached with a clear objective: things had to move quickly. As efficiently as possible. As cost-effectively as possible.
The problem: the budget is effectively exhausted. Three months of tendering, five-figure expenses—and nothing to show for it.
Misconception 2: Direct contact is a luxury
In reality, the opposite is true: targeted direct approach is the most economical means when it comes to key positions.
But this is only the case if it is integrated into the personnel strategy at an early stage – and not activated as a stopgap measure at the end.
What this case teaches us
- Visibility alone is not enough – reach does not equal impact.
- An image film is no substitute for tailored communication with the target profile.
- Those who rely on passive measures end up paying twice—with money and lost time.
- Personnel marketing is not an end in itself. It must be target group-based, strategic, and realistic.
Conclusion
This case exemplifies how modern personnel marketing can fail when it offers more appearance than substance.Anyone who wants to fill key positions today needs more than campaigns—they need clarity, an understanding of the target group, and the courage to address them directly.
Otherwise, not only will applications fail to materialize, but so will the right people.
And yes, direct contact is not a miracle cure either. It does not immediately bring the perfect candidate.
But with realistic expectations, professional preparation, and persistent patience, it does bring exactly what job ads alone cannot: genuine access to suitable people.
