Working At
Strukton

Background

Strukton, a leading company in the construction and infrastructure sector, wanted to recruit more work planners to meet the growing demand for talent.

Challenge

Strukton faced two major challenges: a highly competitive labour market and attracting the right talent. The construction industry was experiencing an intense competition for qualified work planners, with many other organisations targeting the same group of professionals. At the same time, Strukton faced the challenge of differentiating itself effectively in this competitive market, which complicated the influx of applicants and made it difficult to attract the right candidates.

Approach

A targeted recruitment marketing campaign developed to increase Strukton's visibility and stand out from the competition:

    1. Target group analysis: Research showed that work planners value varied work, stability and opportunities for growth - points on which Strukton could distinguish itself.
    2. Positioning: Content was developed that positioned Strukton as a reliable and dynamic employer, emphasising unique benefits such as team culture and development opportunities.
    3. Visibility campaign: The campaign was rolled out via LinkedIn, trade-specific platforms and local events, specifically targeting the construction industry in the Netherlands.
    4. Visual support: A catchy vacancy video and photos of employees were used to show the human side of Strukton and the diversity of its projects.

Result

The campaign tackled the challenges successfully:

  • Visibility: Online engagement and views increased by 25% among the target group within three months.
  • Conversion: Authentic content and a well-designed digital campaign increased the number of applications from suitable work planners by 24%, despite high competition.
  • Quality of candidates: The clear proposition and message provided a better match between applicants and the job, making the inflow more relevant.