Case study · Ocab
33% more quality hires per vacancy with Adway
How the Nordic leader in property damage restoration turned hard-to-fill roles into a social-first talent engine — and filled them 65% faster.
The challenge: invisible roles, high urgency
Sanitation technician may not be a familiar job title, but it's vital — helping people after accidents, floods or fires. Yet few outside the industry knew the job existed, let alone considered it a career. Applications were few, and traditional job boards weren't cutting it.
"We were getting maybe five applications per job. Sometimes we couldn't fill roles at all — and when we did, the candidates often didn't understand what the job involved. The challenge wasn't just visibility, it was quality." — Åsa Mårtensson, Head of HR at Ocab
Ocab is the Nordic leader in mission-critical property damage restoration, with 2,600+ specialists across 130+ locations — keeping properties, and lives, running when it matters most.
The objective
When Åsa joined Ocab, she brought a clear vision: HR should directly drive Ocab's goal of being the digital leader in their industry. Being an industry leader meant working purposefully to attract the very best people.
That needed more than job-board visibility — it needed a strategy to build brand awareness and reach candidates who understood the purpose of the work.
The turning point: a social-first strategy
Ocab unified recruitment on a single ATS (Teamtailor) and layered in Adway's social recruiting technology. Every vacancy became a social-first campaign — job ads running automatically across Meta, Instagram, TikTok and LinkedIn with smart targeting and audience learning.
- Applications for sanitation technician roles jumped from 5 to 120+
- 33% more quality hires per vacancy compared to before
- Time-to-attract dropped from 34 days to just 12
- Job ads became brand campaigns — boosting employer image and internal pride
"We treated every vacancy as a chance to grow our social talent pool. That's what built momentum."
— Åsa Mårtensson, Head of HR at Ocab
Why it worked: brand, tech, and internal buy-in
- Adway made social recruiting easy to scale
- The ATS + Adway integration created a seamless hiring flow
- Every job became a brand opportunity, feeding a growing social talent pool
- Ocab's leadership believed in long-term impact over short-term hacks
"People used to come to us as a last resort. Now they come to us with purpose. That's the power of social media." — Åsa Mårtensson, Head of HR at Ocab
