iT-recruitment for Statnett.

Employer Branding / Web Development / Social Recruiting

The code that keeps Norway running.

How do you reach IT specialists in a competitive candidate market and get them to not just stop scrolling, but actually take the step and apply?
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On behalf of Statnett, and in collaboration with Randstad, we carried out a targeted recruitment campaign for five specialist roles within IT and tech.

The creative concept was already in place. Our role was to work with Statnett and Randstad to translate that concept into a digital campaign setup. Through close dialogue, we developed the campaign structure, channel selection, and audience targeting, and put together a mix of six different ads for Meta, Snapchat, and LinkedIn.

As part of the candidate journey, we also designed and developed a dedicated landing page for the campaign.
Black star icon.

2000+ employees

Black location pin.

Norway

Black briefcase icon.

Energy sector – power grids

30% +

engagement rate

20% +

conversion rate

100,000+

impressions

Challenge

Recruiting specialist expertise in IT and tech means competing for a target group that many employers want to reach. For Statnett, the assignment involved five specialist roles within IT and tech. The challenge was to find a campaign setup that could capture the right people's attention, generate interest, and then make the path to application as relevant and clear as possible. This required more than just reach. Channel selection, audience targeting, ad formats, and the candidate experience needed to function as a cohesive whole.

Solution

With the creative concept as a starting point, we worked in close dialogue with Statnett and Randstad to develop a plan for how the campaign should best be packaged and distributed digitally.

Together, we developed the campaign structure and channel strategy for Meta, Snapchat, and LinkedIn. On our end, we worked continuously with audience targeting, media buying, budget allocation, and optimization.

The campaign consisted of six different ads with a mix of employee interviews, humorous video content, and still images. This combination provided the opportunity to both build interest and drive traffic toward the application. In this way, different ads and channels could fulfill different functions throughout the candidate journey.

The right mix for the right audience.

To reach a sought-after target group within IT and tech, the campaign needed to work across more than just a single channel. The strategy was therefore built around a combination of Meta, Snapchat, and LinkedIn, where channel selection, audience targeting, and ad formats were allowed to interact.

Using the creative concept as a foundation, we worked with different messages and formats to meet the target group in several ways. A total of six different ads were activated, with a mix of employee interviews, humorous video content, and still images.

Throughout the campaign, we continuously monitored how channels, audiences, and ads were performing. This allowed us to optimize the advertising and allocate the budget based on where we saw the best impact.

Six ads. Different tasks.

An important part of the setup was working with several different ads and formats instead of expecting a single piece of material to do all the work.

A total of six ads were used in the campaign, featuring a mix of employee interviews, humorous video content, and still images.

The ads served different functions. The humorous material became the campaign's strongest video content in terms of engagement and click-through rate, while the still images were particularly effective at generating click volume.

By continuously monitoring the results, we ensured that material designed to grab attention and material designed to drive action could complement each other.

From click to candidate.

Advertising was only one part of the candidate journey. Once we had captured their interest, the post-click experience needed to continue doing the heavy lifting. That is why we designed and developed a dedicated landing page for the campaign.

The page gathered the five specialist roles into a unified experience where candidates could get a clearer picture of Statnett as an employer, gain an overview of the opportunities, and easily navigate to the role relevant to them.

By working with both the advertising and the landing page, we were able to create a cohesive digital journey from the first encounter in the feed to the next step in the application process.

Results

The campaign delivered a total of:
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Over 30% engagement rate
Over 100,000 impressions
Over 20% conversion rate from click to application

‍The result was a candidate journey where creative content, advertising, and a landing page worked in tandem – from the first encounter in the feed to a completed application.

Summary

Five specialist roles. Three channels. Six ads. One landing page.

The campaign was the result of a close collaboration between Statnett, Randstad, and SMW Group, where channel strategy, audience targeting, creative content, and web development all worked toward the same goal.

The results showed a strong response from relevant candidates and a conversion rate of over 20 percent. An example of how social recruiting, employer branding, and a well-thought-out digital candidate experience can together create a clear path from awareness to application.

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