IT specialists are one of the most sought-after professions in the chemical industry.
Covestro, a chemical company based in Leverkusen, faces fierce competition from local rivalries such as Lanxess or Bayer when it comes to talent acquisition.
Covestro, a chemical company based in Leverkusen, faces fierce competition from local rivalries such as Lanxess or Bayer when it comes to talent acquisition.
THE CHALLENGES:
Actively recruited for 20 job openings and at the same time generated awareness for Covestro that makes it stand out from its competitors.
In addition, we needed to generate new visuals that gave insight into how it is to work at Covestro.
The on-location shooting was off the table because of the pandemic.
Low creative- and media budget.
OUR APPROACH:
We conducted remote interviews and created questionnaires with IT employees at Covestro to better understand their sentiments.
We matched our findings with sentiments from external sources and were able to compile the following insights:
The best people to address IT specialists are other IT specialists. They understand the codes, the topics and the nuances.
The audience values authenticity more than a well-produced video or photo.
The career page did not appeal to the wants of IT professionals who are job hunting.
Most IT specialists do not have the chemical industry on their shortlist when job hunting.
We needed to tie the IT profession better to the chemical industry.
We matched our findings with sentiments from external sources and were able to compile the following insights:
The best people to address IT specialists are other IT specialists. They understand the codes, the topics and the nuances.
The audience values authenticity more than a well-produced video or photo.
The career page did not appeal to the wants of IT professionals who are job hunting.
Most IT specialists do not have the chemical industry on their shortlist when job hunting.
We needed to tie the IT profession better to the chemical industry.
Production Process:
We needed to generate new visuals that gave insight into how it is to work at Covestro.
The on-location shooting was off the table because of the pandemic.
Low creative- and media budget. Every visual was shot on the phone by our protagonists themselves. We pitched the idea and gave a bit of guidance, and let them do their thing.
Role: Creative Strategy, project planning and creative direction
The on-location shooting was off the table because of the pandemic.
Low creative- and media budget. Every visual was shot on the phone by our protagonists themselves. We pitched the idea and gave a bit of guidance, and let them do their thing.
Role: Creative Strategy, project planning and creative direction
Ömir an IT expert at Covestro
MEDIA STRATEGY:
We worked with the media company "Vonq" which specialised in planning and deploying media campaigns for employer branding.
We broke down the campaign into 4 phases: Awareness 1, Action 1, Awareness 2, Action 2
We tailored the videos and creatives to match the 4 phases along the candidate journey.
Our channels were: Xing, Reddit, Twitter & Google Ads.
We broke down the campaign into 4 phases: Awareness 1, Action 1, Awareness 2, Action 2
We tailored the videos and creatives to match the 4 phases along the candidate journey.
Our channels were: Xing, Reddit, Twitter & Google Ads.
To ensure a coherent candidate experience, we reworked the Jobpages and inserted the right messages and visuals. This enable visitors to get a quick grasp of what it was like to work at Covestro.
