The target audience included both recent graduates and experienced engineers. But it wasn’t just about generating applications — success started with something more fundamental: increasing awareness of Valmet as an employer. While well-known in the industry, Valmet’s employer brand needed to be sharpened, awakened, and showcased authentically.SMW Group was tasked with creating a powerful, effective 10-week recruitment campaign that combined awareness with traffic-driving messages. The main goal: attract the right candidates — and do it fast.

We built the campaign using our proven synergy approach, where each phase has a clear objective. The campaign was divided into three phases: Introduce, Imagine/Impress, and Interact.The strategy included multiple channel choices and tailored content that highlighted Valmet’s company culture, values, employees, and open positions — all designed to speak directly to the target audience: engineers.

The target audience included both recent graduates and experienced engineers. But it wasn’t just about generating applications, success started with something more fundamental: raising awareness of Valmet as an employer. While well-known in the industry, Valmet’s employer brand needed to be sharpened, activated, and showcased authentically.