Working At
Background
Avia Vollenhoven, a family business since 1895, operates in the lubricants and (bio)fuels sector in the southern Netherlands. With 130 filling stations and a focus on sustainable growth, the company wanted to attract new employees, specifically for the position of 'sustainable mobility' specialist.
Challenge
Avia Vollenhoven experienced several obstacles in recruiting talent: high competition and a lack of a clear proposition to the candidate. A large proportion of candidates do not realise how much one can learn while working at a petrol station.
Approach
SWB developed a strategic campaign to address these challenges:
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- Strategy development: A clear employer branding proposition was drafted, focused on highlighting Avia Vollenhoven's sustainable mission, gaining lots of unique experience and the many opportunities for advancement.
- Targeted content: We created authentic content about working at Avia Vollenhoven, with a focus on development opportunities, to appeal to the right candidates.
- Increased exposure: The campaign was rolled out through social media and its own works at website to increase visibility.
- Visual support: A catchy video was deployed in which employees shared their tasks and activities, creating ambition and inspiration.
Result
The campaign tackled the challenges effectively:
- Competitive position: The clear strategy increased the number of applications by 20% within six months, despite high competition.
- Exposure: Avia Vollenhoven's visibility as an employer increased, with 12,000 views on the video and a doubling of website visits.
- Quality of applicants: The targeted approach ensured a better match with candidates who matched the company's growth opportunities.
