Unique content increases recognition and attracts the right terminal workers to the legendary Malmbanan Iron Ore Line.
Unique content increases recognition and attracts the right terminal workers to the legendary Malmbanan Iron Ore Line.
About the case
Brief:
Relevant content for recruiting and onboarding the right employees to a job with special demands.
We did:
Concept & content
Channel & distribution
Numbers:
400k
reached by the campaign
4,47 %
CTR (benchmark 1,43%)
55,5 %
men
”Traffic never stops on the Iron Ore Line. We are the ones who load, unload and switch the trains on Sweden’s heaviest railway. This is a job unlike any other.”
Anders, termial worker at LKAB
The challenge
In the Midnight Sun and under the Northern Lights – the work at LKAB’s terminals is both technically and environmentally unique and places high demands on teamwork and personal qualities. In addition to the annual need for seasonal help during the summer holidays, many of the employees are also approaching pension age, something that threatens to upset the balance in an unusually equal workplace. To recruit and introduce new employees, primarily young men, LKAB wanted to develop content showing how it really was to work at the terminals.
Unique content for a unique job
Keeparo produced films, photos and text for both advertising materials and new employee onboarding. We filmed the technology, the trains and all of the stages of the work. We took employee portraits with a view to diversity and inclusion. We captured the unique environments in Kiruna, Malmberget, Svappavaara and Narvik.
Quality yields results
At Keeparo, we offer smart, high-quality production. By investing in content, LKAB can create effective communication on multiple levels. They highlight their existing employees and boost pride internally. They give new employees a clear overall picture. They solidify their employer value proposition and give their candidates a real glimpse into what the job is all about.
Their summer job campaign on social media generated a lot of engagement and many qualitative searches.
