Conquest Werbeagentur GmbH
Kürnbergblick 3
4060 Leonding
Branche
Steel industry
Projekt
Employer branding
Kunde
voestalpine Stahl
Region
Austria
voestalpine Stahl
Does true greatness really come from within? We think so.
If you look at the trends and requirements for companies in the HR sector, you usually hear about purpose, flexibility and continuing development. It is precisely in these areas that voestalpine Steel Division wanted to show great opportunities to potential applicants for jobs as skilled tradepeople and production workers.
And now they are – with our campaign.
As one of Austria’s largest companies and an international player in the steel industry, voestalpine offers many opportunities that are not found in other, smaller companies. Even so, recruitment is not always easy. With a bad rap for being dirty, inflexible and strenuous, jobs in the industrial sector are often not the most highly sought-after – despite the great opportunities that are actually available from large organizations. On the contrary, large companies often allow employees to develop their skills, enjoy a high degree of flexibility and – thanks to attractive collective bargaining agreements – receive good pay. The requirements were clear: a campaign that dispels prejudices and tells an emotional story about one core truth: size matters.
hide detailsThe focus of the campaign quickly became clear: large size is the basis for great benefits. And for individual growth. Under the umbrella campaign #truegreatness, this potential was addressed and positively linked to the employees. The call to action “Find your true greatness” became a big not only in Upper Austria, but also functioned a promise to future employees.
These should not only be addressed, but also reached. The marketing mix therefore attached great importance to the greatest possible proximity. From poster campaigns, to the city center, to the ice hockey stadium: the message found its target group in many places and laid the foundation for successful conversations and a bump in applications for jobs with true greatness.
Where can you find skilled and unskilled workers for industrial companies? Quite simply: everywhere. Published online and offline, the #truegreatmess campaign focused on visibility in the placed most frequented by the campaign personas: as billboards, at the supermarket checkout, on the info screen in the tram or directly on the pump nozzle at the gas station – even as a commercial on Spotify and on the radio.
This media mix was supported by special formats with a focus on direct contact. The HR team toured the streets in a TukTuk and created a relaxed atmosphere for prospective employees with the HR booth, even directly at an ice hockey match.