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PR strategy • B2C PR • B2B PR • HR Brand
Rabota.ru
How to made a Job Platform the Media Leader and Award Winner
Client
Rabota.ru, part of the Sber ecosystem
Challenge
To solidify Rabota.ru's position as the No. 1 job platform in Russia for both employers and job seekers. The key challenge was to significantly increase brand recognition and market authority in a competitive landscape, while also launching and promoting new business verticals (SberPodbor, Freelance, Remont so SberUslugami) to a diverse B2B and B2C audience
Objectives
  • Media presence
    To establish and lead a comprehensive media agenda, positioning Rabota.ru as the primary expert on the Russian labor market
  • Target audience coverage
    To achieve record-breaking media visibility and audience reach, securing a leadership position among job platforms
  • Positioning
    To implement a multi-channel PR strategy encompassing market analytics, regional expansion, B2B communications, and employer branding
  • Loyalty
    To build trust and authority through a constant stream of data-driven insights, expert commentary, and high-profile industry projects
Impact in Numbers
  • 3 000+
    Monthly media publications
  • 120M+
    Monthly audience reach
  • №1
    Leader among job-classified platforms by media mentions
  • Awards
    Won a prestigious national award for the PR campaign
How we Did it
We moved beyond standard press release distribution and built a 360-degree communication machine designed for market leadership

Data as the Core Narrative
We turned Rabota.ru's extensive market data into a powerful media engine. We launched a continuous stream of proprietary research, quarterly labor market reports, and regional rankings. This positioned Rabota.ru not just as a news source, but as the definitive authority on employment trends, generating a consistent and high-value news flow for media
Strategic Expansion into B2B and New Verticals
We developed targeted PR campaigns for new services like SberPodbor (an ATS for recruiters) and the freelance platform, focusing on their unique B2B benefits. For Remont so SberUslugami, we created a content plan that highlighted the safety, convenience, and "all-in-one" nature of the service for a mass audience
Agile Adaptation to a Changing Media Landscape
Following the blockage of major social networks, we swiftly pivoted our SMM strategy. We reallocated resources to VKontakte and Telegram, tested new promotion formats, and leveraged native integrations, ensuring uninterrupted audience engagement and even improving cost-efficiency for key performance indicators like app installs
Building an Employer Brand and Industry Authority
We launched high-impact projects like the "National Employer Rating," which garnered an audience of over 50 million and reinforced Rabota.ru'srole as a market maker. We also secured the company's participation in external awards and rankings, further cementing its reputation as a leading IT and HR brand
Results
  • Unprecedented Media Dominance
    The campaign achieved over 3,000 publications per month with a monthly reach exceeding 120 million users, making Rabota.ru the absolute leader in media presence within the job-classified segment

  • Recognition of Excellence
    The strategic and impactful PR work was honored with the prestigious Silver Mercury Award, a testament to the campaign's creativity and effectiveness



  • Successful New Product Launches
    The focused PR support for new verticals like SberPodbor and the freelance platform successfully drove awareness and user acquisition among their respective B2B and B2C target audiences
  • Resilient and Growing Digital Presence
    Despite external challenges, we not only maintained but grew the brand's digital footprint through agile strategy shifts, proving the resilience of the communication framework we built
New office
New Office photo shoot
The Bottom Line
Through a strategy built on data-driven storytelling, multi-faceted brand building, and agile adaptation, we transformed Rabota.ru from a leading job board into the undisputed media authority on the Russian labor market. We achieved record-breaking visibility, successfully launched new business lines, and earned top industry recognition, solidifying its #1 position