Employer branding -
kampanj med gk.

Employer Branding/Social Recruitment/

A year of GK.

GK has developed a group strategy, G-Kraft, with the ambition to become Scandinavia's strongest brand in its industry by 2025. From the strategy, the concept of “Team GK — Actions that count” has been conceived.

The overall objective was to strengthen the employer brand GK in Sweden, Norway and Denmark, which in turn also influences the Group's ambition. The message that permeated the campaign has been carefully considered according to GK's values, identity and personality:

- Team GK — actions that count
- The Next Generation
- INA — Inclusive, curious and responsible

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 the number of followers on social media

72%

More candidates applied

13%

increase in the number of visits to the website

“

Vi har varit extra nöjda med samarbetet – vi upplever att vi är ett team snarare än kund och leverantör. Resultatet har därför också blivit nära vårt arbetsgivarvarumärke. Samtidigt har de verkligen levererat mätbara resultat som har fått stor uppmärksamhet och erkännande från GK:s ledning.

Caroline Kindle, HR-chef

“

Challenge

GK, with its roots in Norway, has a strong establishment in its home country but is not as well known in its neighbouring countries Sweden and Denmark — something that has influenced the channel strategy. Other aspects that influenced the strategy have been the size of the population in each country, but also how digital behaviour differs between the Nordic countries.

In the campaign, we had four different audiences with different interests and digital behaviours to take into account. Everything from newly graduated engineers and craftsmen, to seniors and more experienced people in the same industry. This was also something that made the visual appearances not the same for the different target groups.

Solution

The strategy was to communicate a holistic experience about Team GK — who they are, what it's like to work there and ultimately get potential candidates to want to apply for jobs there.

To raise awareness of GK, their Employer Branding video has been promoted on several social media. As parts of the video would recur over the course of the campaign, creating awareness around both the film and the message from the beginning was paramount. In this way, an interest in GK as an employer was aroused across (almost) the entire Nordic region.

To reach the right audience with the right message, the channel strategy differed depending on interests, digital behaviors, and experience. With targeted advertising for a younger audience, channels such as TikTok and Snapchat were added, while the older audiences focused more on Linkedin and Facebook.



To measure the outcome of the campaign, SMW Group has taken into account some main KPIs. We have therefore examined whether the number of applications to current posts has changed, whether their social media follower base has grown and whether the number of clicks on GK's career pages has increased.

Phase 1: Introduce

We introduce GK as a company to create an awareness of the organization and an interest in the employer brand. The goal is to make it clear who GKs are and what they stand for. Using the developed message, we used the concepts of “Team GK”, “Actions that count” and “for the next generation” through the first phase of the campaign.

Phase 2: Image

In the next step, we target the audience who has already seen the first campaign and interacted with it in some way. Here it's about getting the audience to imagine what it's like to work at GK. What values do they stand for? What does a working day look like? The campaign is therefore linked to a landing page containing an Employer Branding article about the people behind GK — 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 simply let the audience get to know the people who work at GK. We get more personal and let ambassadors step into the spotlight, where they get to tell us in their own words about what it's like to work at GK. Their journey there, and why they stayed. In addition to the main article, you can read through the landing page to brief interviews with different ambassadors, from different fields, with different experiences.

Phase 4: Interact

In this part, we wanted to achieve several things. First: remind the audience with a re-targeting campaign of the first part — a reminder, simply. Then the goal was to recruit. Increase conversions to applications. It's time to apply for a job at GK.

SUMMATION

We also let Euromaint's own employees take centre stage and speak from their own voices and talk about their everyday lives. This is to intertwine with Euromaint's values, which employees then validate with their thoughts:


“

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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