Employer branding campaign with gk.

Employer Branding/Social Recruitment/

A Year of GK.

GK has developed a strategy for the entire GK Group, G-Kraft, with the ambition to become Scandinavia’s strongest brand in its industry by 2025. From this strategy, the concept “Team GK – Actions that count” was created.

The overall goal was to strengthen GK’s employer brand in Sweden, Norway and Denmark, which in turn supports the Group’s broader ambition. The campaign message has been carefully crafted to reflect GK’s values, identity and personality.
Grönt GK företagslogotyp på svart bakgrund.
Black star icon.

3000 colleagui

Black location pin.

Norge, Sverige & Danmark

Black briefcase icon.

Industria de construcción

12%

increase in social media followers

72%

more applicants

13%

growth in the number of website visits

“

We’ve been especially happy with the collaboration, it feels like we’re one team, rather than client and supplier. As a result, the work has closely reflected our employer brand. At the same time, they have delivered measurable results that have received significant recognition from GK’s leadership.

Caroline Kindle, HR Manager

“

Challenge

GK, with its roots in Norway, has a strong presence in its home market but is far less recognized in neighbouring countries, Sweden and Denmark. This posed a key challenge: how to build awareness and credibility in new markets where the brand wasn’t yet established. Compounding this were differences in population size, candidate behaviour, and digital habits across the Nordics, all factors that needed to be carefully considered when planning the campaign.

Solution

The strategy focused on communicating a holistic experience of Team GK — who they are, what it’s like to work there, and why potential candidates would want to join. To build awareness, GK’s Employer Branding video was promoted across multiple social media platforms. Because elements of the video would recur throughout the campaign, generating early awareness of both the film and its message was crucial. This helped spark interest in GK as an employer across much of the Nordic region.

To reach the right audience with the right message, the channel strategy was tailored to interests, digital behavior, and experience. Younger audiences were targeted on platforms like TikTok and Snapchat, while older professionals were reached primarily via LinkedIn and Facebook. To measure the campaign’s success, SMW Group tracked key KPIs: changes in applications for open positions, growth in social media followers, and increased clicks on GK’s career pages.

Phase 1: Introduce

We introduced GK as a company to build awareness of the organization and spark interest in its employer brand. The goal was to clearly communicate who GK is and what they stand for. Using this core message, the campaign rolled out the concepts “Team GK,” “Actions that count,” and “For the Next Generation” during its first phase.

Phase 2: Image

Next, we targeted those who engaged with the first campaign, bringing GK to life for them. What’s it like to work there? What do they stand for? What does a day on the job look like? The campaign led audiences to a landing page with an Employer Branding article showcasing the people behind Team GK.
Två smartphones; den vänstra visar en leende man med skyddshjälm, skyddsglasögon och gul säkerhetsväst, den högra visar ett citat på svenska om en inkluderande atmosfär från Saleh, arbetsledare.
Två smartphones, den vänstra visar en kvinna med fläta och svart tröja med texten: 'Det finns alltid någon i teamet som ger en hjälpande hand.' Den högra skärmen är röd med texten: 'Team GK. Handlingar som räknas.'

Phase 3: Impress

We let the audience get to know the people who work at GK. By putting ambassadors in the spotlight, they share in their own words what it’s like to work at GK — their journey, and why they chose to stay. In addition to the main article, the landing page features short interviews with ambassadors from different roles and backgrounds, offering diverse perspectives and experiences.

Phase 4: Interact

This phase had two clear objectives: remind the audience of the first campaign and convert interest into action. Re-targeting kept GK top of mind, while the focus on recruitment encouraged candidates to apply — it was time to join GK.

Summary

Together with GK, we created a campaign that inspired the next generation and put Team GK on the map. The results speak for themselves: 72% more applications per job, a 58% increase in career page visits, and 12% growth in social media followers. A clear proof that close collaboration and creative ideas lead to an outstanding outcome.

“

Vi upplevde att SMW gick långt för att uppfylla våra förväntningar vid starten av vår första gemensamma skandinaviska employer branding-kampanj – och detta återspeglas i resultaten.Vi kan tryggt rekommendera SMW som samarbetspartner när det handlar om rekrytering via sociala medier och arbetsgivarprofilering. Här får du ett dedikerat team som levererar enligt överenskommelse, vågar utmana och, inte minst, är trevliga att arbeta tillsammans med.

Caroline Kindle, HR-chef

”

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