OLX.pl repositions its jobs category

15 May 2018

In Poland, NaspersOLX.pl has started a major advertising campaign to reposition its jobs category as a place to find white-collar jobs. Until now OLX has been associated with blue-collar jobs.

The campaign’s TV and radio spots present four different people who inform friends that they or their mutual friends have found a good job on OLX.pl. The people they’re speaking to accept the news that they can find white-collar jobs on the site.

The move is a clear indication that OLX has set its sights on competing with the traditional market leaders in Poland’s recruitment market. These leaders include Grupa Pracuj’s Pracuj.pl, Agora’s GoldenLine.pl and Careesma’s Infopraca.pl.

OLX.pl has restructured its job section earlier this year and categorized all job listings into three groups. The site has also introduced new fees and packages for jobs listings (more).

OLX.pl is the largest general classifieds site in Poland. It received a total of 133.7 million visits to its web and mobile sites in March, according to SimilarWeb.


Andrzej Sowula

Andrzej Sowula has been a writer and an analyst for AIM Group since March 2013, focusing on the Polish market. As a journalist, he has worked in Poland for regional newspapers and national Internet-focused magazines for almost a decade. He has also substantial both in-house and in a PR agency experience as a PR specialist. Currently, he owns a small PR consultancy in Poland called PR Solutions. Andrzej has graduated from Journalism, Political Science and Business and Management at Jagiellonian University. He lives and works in Krakow.