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Awareness campaign on social media got young talents to discover Lantmännen's trainee program.
Awareness campaign on social media got young talents to discover Lantmännen's trainee program.
Om caset
Brief:
Attract talents to trainee programs.
Create knowledge about Lantmännen as an employer.
Leveranse:
Channel & Distribution
Tall:
774k
people were reached by the campaign
8,7k
visits on the campaign page
806
link clicks on "Apply"
”Join us for the exiting future of agriculture, machinery, energy and food.”
Elisabeth Wallin Mononen, HR-director
The challenge
Lantmännen is northern Europe's leading player in agriculture, machinery, bioenergy and food. To continue to develop a group with a focus on sustainability and growth, Lantmännen is constantly looking for new talent - among other things by offering an ambitious trainee program.
But despite a large portfolio of industry-leading products, Lantmännen is relatively unknown as an employer. Therefore, they wanted to develop a marketing campaign for their trainee program.
Trainee campaign in three steps
To create awareness about the trainee program, we first needed to create awareness about Lantmännen. Therefore, we set up a campaign in three steps with different goals: to create awareness, gain interest and to generate conversions.
The campaign was activated in Sweden, Denmark, Finland and Norway on Facebook, Instagram and LinkedIn. The conversion rate was high and many candidates chose to click on "Apply" already during the first and second steps of the campaign. This shows that Lantmännen has an attractive trainee program, but that an awareness campaign was needed for the target group to discover it.
Increased awareness, increased conversion
The campaign was most successful in Sweden. According to our analysis, this may be due to the fact that Lantmännen is better known as an employer and has a stronger employer brand in Sweden than in other Nordic countries. A data-driven insight at Keeparo is that greater awareness generate more effective advertising results.
