Asplan Viak
This has been an exciting project, as seen from our side of the table. The whole process with Post Social Norway has been efficient, with little need for input from our side, which is a refreshing change compared to other external vendors. The task at hand was complex, given that we wanted to reach a broad target group. We can none the less acknowledge that the campaign had great effect, something we can still see the ripple effect of.
– Mette Ditlevsen Essebo, Director of Communications, Asplan Viak.
Asplan Viak has an ongoing need for candidates across Norway, within the fields of planning, architecture and engineering. This is a challenging target group, where most candidates already have an attractive job and are thus not actively seeking new opportunities. Asplan Viak has had an ambition to strengthen their employer brand and obtain a stronger presence in social and digital media.
Solution
Our first solution was to define what strengths to highlight in the employer branding campaign. The solution was obvious, given that Asplan Viak has just presented one of its best financial results in history, and was therefore looking to recruit to a number of positions in the time to come. Through good content, we edited a video and ran a/b testing with film and various images. At the same time, we developed two different messages and targeting settings. One had a message of vacant positions across Norway, and one had a more local message with vacant positions “in the area”. We used Facebook, Instagram and LinkedIn.
Result
The campaign was highly effective and reached half a million views in the target audience. Asplan Viak saw a sharp increase in visits to their home page, and not only to their career page. Time spent on the page also increased. This, together with all other statistics, indicates that we reached the correct target audience and that the traffic was from relevant candidates. Asplan Viak ran other banner ads in parallel, but our campaign yielded the best results.
Learnings
We were familiar with the target audience from previous campaigns and made good use of our expertise. We could therefore quickly get a grasp of the task at hand, with minimal input from Asplan Viak themselves. Asplan Viak was very dedicated and had great expectations to this initial campaign and have participated with employees from both HR, marketing and communications in all meetings. This has given us great input both before and after the advertising period. Gathering internal resources for short, effective meetings yields better campaigns and a more efficient process. This is especially true of new clients, where getting to know one another, define challenges, opportunities and expectations is vital. We want to give credit to Asplan Viak for their valuable contribution.
