The challenge
Large parts of Sweden’s railways are in great need of renovation and development in order to keep functioning. Global company WSP is a consultant for this massive overarching project, and came to Appelberg for help in finding new employees for the railway industry.

The target group we wanted to attract was small and niche: skilled engineers with between 8 and 25 years’ experience and expertise within track, signal and catenary work.

Our solution
We started the work with analysis and research to find out the interests and behaviour of the target group and what would make them change jobs. Appelberg and WSP also carried out a competitive analysis to ensure that the communication would be unique and bring WSP’s values ​to the fore.

The results of the analysis then formed the basis for the recruitment campaign that followed.

Because the target group were experts in their field with a great sense of professional pride, and because they liked technology and development as well as solving problems, we chose an interactive solution where the target group answered quiz questions to show their knowledge of the railway industry. The quiz included specific questions about the railways and WSP’s role in global projects.

The result
The campaign was distributed on YouTube, Meta and with selected publishers via programmatic buys. In the advertising material, we worked with both moving ads and still image ads linked to the quiz the target group had to participate in.

The quiz was published on a landing page where the target group could read more about WSP and job vacancies for the railway project. In order to get the correct answers in the quiz, the target audience had to fill in their contact information, which gave WSP warm leads to process afterwards.

The campaign was a great success and had a huge impact:

• 50,724 people visited the campaign page.
• 13,021 people took part in the quiz.
• 2,629 people submitted their data, which WSP was then able to process.