Viral recruitment campaigns led to a significant increase in applicant numbers
Background
Caverion faced challenges in recruiting skilled professionals under the age of 35. Young people perceived Caverion solely as a construction and maintenance company and showed little interest in the industry. Despite these preconceptions, Caverion offers many things young people seek in their careers: diverse and multidisciplinary job roles and a work community where everyone can be themselves. Employees also tend to stay at Caverion for a long time, with an average employment duration of 11 years. The challenge was how to dismantle these preconceptions and transform a workplace perceived as 'dry' into a dream job. The campaign's numerical goal was ambitious: to increase the number of job applications by at least 50 percent.
Strategy and Insight
Recruitment communications in B2B sectors are traditionally formal and, in the eyes of young people, 'dry'. However, Caverion's own employees, or caverit, are anything but 'dry' people. The unique work community and employees who are boldly themselves needed to be showcased to a wider audience. Caverion needed to do something no one expected from them.
Creative Concept
The entertaining 'Viral Recruitment' campaign brings Caverion's employees, or caverit, into the world of viral social media trends. In short videos, the 'caverit' embrace playful antics and showcase Caverion's diverse job roles using the hottest social media trends. The videos feature ASMR whispering, a superhero movie trailer, a horror movie scene, and even choose your character trend. The result is cinematic videos that truly stand out in the TikTok feed.
Unusually for the industry, TikTok served as the campaign's main channel. However, the campaign successfully extended to other social media platforms – the TikTok humor resonated even with the LinkedIn audience. In addition to six humorous videos, the campaign included tactical social media ads and career stories found on Caverion's website.
Caverion struggled to recruit skilled professionals under the age of 35. Young people viewed Caverion solely as a construction and maintenance company and weren't interested in the industry. Despite these preconceptions, Caverion offers many things young people seek in working life: diverse and multidisciplinary job roles, and a work community where everyone can be themselves. People also tend to stay at Caverion for a long time, with the average employment duration being 11 years. How could these preconceptions be dispelled and a workplace perceived as dull be transformed into a dream job? The campaign's numerical goal was ambitious: to increase the number of job applications by at least 50 percent.
Recruitment communication in B2B sectors is traditionally formal and, in the eyes of young people, dry. However, Caverion's own employees, or caverit, are anything but dry. The unique work community and employees who are boldly themselves needed to be showcased to a wider audience. Caverion had to do something no one expected from them.
The entertaining Viral Recruitment campaign brings Caverion's employees, i.e., caverit, into social media virals. In short videos, the caverit embrace silliness and showcase Caverion's diverse job roles using the hottest social media trends. The videos feature ASMR whispering, a superhero movie trailer, a horror movie scene, and a choose your character trend. The result is cinematic videos that truly stand out in the TikTok feed.
Unusually for the industry, TikTok served as the campaign's main channel. However, the campaign successfully spread to other social media platforms as well – the TikTok humor resonated even with the LinkedIn audience. In addition to six humorous videos, the campaign included tactical social media ads and career stories found on Caverion's website.
133% more applicants
1,238,000+ organic views
3850 hours spent with the brand
45,426 total commitment
The videos have brought laughter and sparked discussion, both in the management team and in the site office, and several applicants have mentioned finding their way to us specifically because of the videos. In short, both the video and the project were a success.
