EKZ and EKZ Eltop advertise for skilled workers in this unusual way
To draw the attention of job seekers beyond job platforms to career opportunities at EKZ and EKZ Eltop, we reach out to them where they’re thinking about something new. For example, at the hair salon.
Electromobility, heat pumps and photovoltaic systems are booming. This is good for the energy transition. The bottleneck is not demand, but skilled workers. The market has dried up, and job seekers are spoiled for choice.
"That's why we are focusing our attention more strongly than before on passive searchers. In other words, all those who are not actively looking for a new job on the job portals," says Sonja Auf der Maur, Head of Talent Acquisition & Employer Branding at EKZ. This target group is significantly larger than that of active job seekers. EKZ and EKZ Eltop promise electricians a good and secure job future with excellent training opportunities and many other benefits. These are displayed on a separate campaign page. From there, you can also apply in just a few seconds.
Pick up where the target group is engaged with something new
In a broad-based advertising campaign, EKZ and EKZ Eltop jointly solicit the attention of the two professional groups. Daniel Soldenhoff from Eyeworks on the basic idea: "We pick them up where they are currently dealing with a change, with something new. For example, with a new car. A new bike. A new partnership. Or, most recently now in the fall, a new health insurance company."
The messages are placed wherever Stromer:innen who are not currently actively looking for a job can be found. That means on news portals like 20 Minuten, on shopping channels like Tutti.ch and in social media. And in hair salons.
When addressing those who are not actively looking, EKZ and EKZ Eltop go one more winking step, or rather: cut further. Daniel Soldenhoff: "Every day, exciting people sit in the chair of their trusted hairdresser. While they take care of their good looks, we would like to invite electricity professionals to take care of their job futures. The QR code on the sticker on the mirror will take them to the campaign page in seconds with all the benefits and the flash application."
The advertising campaign via the off- and online channels will run for several months.
Involved in EKZ / EKZ Eltop: Sonja Auf der Maur (Project Management EKZ), Arthur Alexejew (Communication EKZ Eltop), Norbert Egli (Brand Management EKZ). Concept and realization: Daniel Soldenhoff (Eyeworks), Jörg Buckmann (Buckmann Gewinnt). Website: Patrick Stoll, Station.
