Hook, Line & Sinker appointed to lead Jobjack’s B2B PR and media relations in South Africa

More than 5.5 million registered job seekers use Jobjack, with the platform used across more than 5,000 stores, and responsible for over 65,000 hires since inception. Founded in 2018, Jobjack is the FIT-based hiring system built for SA’s store-level workforce, helping employers make hiring more objective, scalable and predictable while breaking down the barriers job seekers face in accessing employment opportunities.

At the heart of the business is JobFIT™, Jobjack’s proprietary FIT-based hiring technology, which combines behavioural science, mobile-first ASSA-certified psychometrics, literacy-sensitive design, and local performance data into a role-specific JobFIT™ score. The technology takes much of the guesswork out of recruitment by helping employers predict candidate-to-role FIT at scale, with Jobjack customer case studies reporting a 56% decrease in terminations, 68% fewer disciplinary cases and 34% faster hiring.

HLS will lead Jobjack’s B2B PR and media relations programme, drawing on the company’s years of workforce data, industry expertise and FIT-based hiring insights to build its profile across South African business, HR, technology, and trade media. A key focus will be uncovering meaningful trends within this wealth of information to develop data-led thought leadership, expert commentary and media stories around employment, workforce performance, hiring innovation and the future of work.

With local businesses under continued pressure to improve productivity while attracting and retaining the right people, store-level hiring is increasingly becoming a strategic business performance driver. Jobjack’s FIT-based hiring approach helps businesses identify people who are more likely to succeed in their roles, helping turn store-level hiring from a gamble into a more predictable and profitable process.

Over the past six years, HLS has established itself as one of South Africa’s leading integrated PR and marketing agencies. HLS recently scooped South Africa’s Best Integrated PR Agency at the 2026 African Excellence Awards. The HLS three-step formula ‘Hook + Line = Sinker’ creatively combines media relations, digital creativity, executive thought leadership, and strategic content to deliver measurable business outcomes. The agency also operates its own in-house podcast and TV production unit to further amplify client campaigns.

The new appointment strengthens HLS’s growing B2B and technology portfolio which includes SAP, Cisco, Top Employers Institute, Business Partners, CBI-electric and the Radisson Hotel Group.

For further information about Hook, Line & Sinker visit www.hooklinesinker.co.za