is one of Denmark’s leading IT companies, which helps companies improve their online presence. It is a fast-growing company and thus always in the need of more skillful employees. However, today most companies have noticed a lack of competent IT professionals, and receiving just a handful of relevant applications for an open position is considered lucky.
Recruiting software developers is, indeed, hard.
Focus on the mission and on developing skills
Because of this, Siteimprove did not hesitate to try a new approach for the specific challenge: the recruitment of 15 new software developers. In order to attract potential candidates, a recruitment video was chosen as the new strategy.
Knowing that software developers are not likely to leave existing jobs, it was important that the video put an emphasis on Siteimprove’s purpose-driven mission, the possibility of specialization and continuous skill enhancement. This was further supported by visuals showing a professional, yet informal and inviting work environment.
The video was distributed on social media. Its effect exceeded all expectations.
An interesting insight for Siteimprove was the high performance on especially Facebook, where many of the candidates responded that they had seen the video.
This shows how important it is to make sure not only to use professional platforms such as LinkedIn, on which the reach was 3,566, but rather to focus on reaching the audience on the platforms where they spend most of their time – in this case Facebook.
TWO IN ONE
Siteimproveknewthattheywouldperiodicallyhave similarrecruitmentneeds and, therefore, had an extrarecordingfilmed with a lessspecific intro. Thetwodifferent versions of the recruitment video alloweddifferentrecruitmentneedsto bemetwithoutadditionalcost, and filled the need of along-lasting and reusablerecruitment video.
“We’ve seen really nice results from the video. We made a dedicated job posting for the video and we have received 80+ applications, which is really good! Since the posting went live, it has had 223 unique visitors. In comparison, our “Senior Fullstack Developer ” had 19 in the same period, so it has had a clear effect.”
Emil Wulff, Communications Officer
Employer Branding Video kom konsulentmyterne til livs
Wecanalsohelpyoureachyourrecruitmentgoalswith a tailoredstrategy for yourneeds. Whetheryouneed a fresh pair of eyes ona specificrecruitmentor ifyouwould like moregeneral constructive feedback, youarewelcome to contactus.
Basico: Consultancy with recruitment and growth ambitions
When commercial branding and employer branding go hand in hand.
Basico is a leadingconsultancythatprovidesoperational services to the CFO, the financefunction, and other support functions. The companywasfoundedby two partners in 2003 and has todaygrown to havemore than 200 consultants, partners, and support staff.
For a number of years, Basico has worked on a major branding initiative based on their external positioning.
In collaboration with their communications agency, a new website was developed, the visual identity was optimized, and the communication across all of Basico’s platforms was streamlined.
Improving their employer branding seemed like a natural and necessary extension of their optimized commercial branding in order to be able to meet an increasing demand for their consulting services.
The target group covered both junior and senior talent within finance and IT. Both areas that are usually extremely difficult to recruit for.
Additionally, the challenge was that the knowledge of Basico was limited among the target groups. Therefore, increasing awareness of Basico and the opportunities that the company offers, including a clear differentiation from competing consultancies, among potential candidates was first and foremost a need they focused on meeting.
Basico knew that increasing awareness among the target groups would not be a quick fix. Therefore, they planned a long-lasting effort that extends until 2025. Personas were defined based on the archetype model and related core messages.
Based upon this, a strategy was laid out for the preparation and distribution of informative and engaging content for this purpose. The style of the content had to be true to Basico’s simple and professional visual identity and tone of voice. The messages had to be short and precise with an emphasis on the employees and their high well-being, which is usually a challenge to achieve in this industry.
Therefore, testimonials from the employees were chosen as the key elements in the employer branding productions, as they show diversity and Basico’s focus on the employees as whole persons. The employer branding effort covered a general employer branding video, three specific recruitment videos, a number of testimonials, and short snippets – all of them with a purpose of supporting Basico’s career universe through storytelling and authenticity.
Additionally, the strategy included a targeted advertising and content distribution across Basico’s different channels using the tagline:
“Motivated by challenges. Connected by people”.
“Motivated by challenges. Connected by people”.
“From dayone, SEEKNSPEAK has made a greateffort to familiarize themselves with our business and have ensuredthat the videos thatthey have produced for us matches ourexisting content. Wealwaysget high qualitycreative feedback whenwewant to elaborate on new ideasand arealsochallenged in ourway of thinking. Togetherwe find the best solutions.”
Trine Krogh Krarup, Marketing Manager
Overall, the commercial branding and the employer branding efforts have had the desired effect. A solid foundation with a clear visual identity, consistent core messages, campaigns on social media as well as a personal and vibrant career universe have all led to a noticeable increase in awareness of Basico.
Those candidates who come into play, especially the younger consultants, report that watching the videos has given them a clear idea of their career opportunities at Basico. Although recruiting consultants and specialists is still a challenge, Basico has, since the campaign launch, experienced a doubling in the number of applicants. Hereof, there has been a 200 % increase in the number of qualified candidates, who are now proactively choosing Basico as their workplace. Therefore, Basico continues the production of employer branding content and targeted campaigns on social media.
“By now, we have already had a whole series of videos – and we are not at all done yet”
Trine Krogh Krarup, Marketing Manager
Would you like our help with a new strategy?
Wecanalsohelpyoureachyourrecruitmentgoals with a tailoredstrategy for yourneeds. Whetheryouneed a fresh pair of eyes on specificrecruitment or ifyouwould like more general constructive feedback, youarewelcome to contactus.
KONE is a world-leading company within the elevator and escalator industry with more than 60,000 employees across more than 60 different countries. Kone is a strong international brand but wanted to become more visible as a workplace in Scandinavia with the main focus being on Denmark.
The goal was to strengthen the employer brand awareness on the Danish market in order to attract technicians and technical sales staff and position KONE as a company with great career opportunities that qualified candidates would, proactively, choose as their workplace.
To start with, KONE needed to have their existing Swedish career site translated into Danish. Here, employee perks and career opportunities were to be presented.
Relevant and engaging visuals were created using a Danish core narrative. The visuals included still images of employees at the Danish offices in Herlev and Aarhus and in the field, a general employer branding video about KONE and their work culture, globally as well as locally in Denmark, and recruitment videos specifically made to attract two chosen groups of professionals. In addition to this, snippets for social media were included in order to increase employer brand awareness.
It was important to KONE to put an emphasis on the great diversity, both in terms of employees, roles, and not least commercial solutions. With the commercial tagline “Dedicated to people flow”, the message focused on the work mindset at KONE and the valuable difference you are making wearing the KONE logo.
In order to support the employer branding narrative, a mini-article series on KONE as a workplace was created with the employees being the focal point.
Here, a service technician and Denmark’s regional manager, among others, spoke about their careers at KONE and what opportunities it had led them to.
Finally, a channel strategy and a media plan were developed to increase awareness via e.g., social media.
The employer branding video is just one of a number of different content elements to improve KONE’s reputation as an attractive and relevant workplace. Among other things, the creation of a testimonial video and a recruitment video is planned as well as the development of a dedicated career site to increase the candidate conversion rate when interested candidates visit KONE’s website.
We expect to see the first results from the distribution in terms of increased awareness and higher interest in Q1 2023.
En graduate rekrutteringsvideo der understøtter Employer Branding
We can also help you reach your employer branding goals with a tailored strategy for your needs. Whether you need a fresh pair of eyes on specific recruitment or if you would like more general constructive feedback, you are welcome to contact us.
Vi lover, at gøre os fortjent til din tid og sørger for at vores nyhedsbreve vil inspirere dig med viden om de nyeste trends og next practises inden for Employer Branding, tiltrækning og fastholdelse af medarbejdere.