FrieslandCampina wants to attract the best technicians for their factories, but in a market where everyone is competing for the same professionals, that's no easy task. On top of that, FrieslandCampina faces highly specific recruitment challenges at the local level.
Our solution? A scalable recruitment approach that is hyper-relevant locally, leveraging a strong global employer brand.
We developed a flexible recruitment blueprint that allows FrieslandCampina to quickly become visible locally to the right audience, digitally and literally in the vicinity of their factories.
A nationwide always-on layer keeps FrieslandCampina top-of-mind as an employer on an ongoing basis, even among people who are not actively looking yet. On top of that comes a regional 'Tell' layer featuring videos and stories from real employees. Recognisable, authentic, and close to the target audience.
The 'Sell' layer then focuses on conversion: filing vacancies, supported by search and out-of-home, targeting people who are already familiar with the brand.
Every campaign layer is tailored to the local job openings and the factory, from Leeuwarden to Maasdam. This makes the campaign feel relevant everywhere, and generic nowhere.