How can we position an entire industry as an attractive place to work?

How can we inspire more people to work in the technology manufacturing industry? That was the question posed by A+O Metalektro, the training fund for the technology manufacturing industry. A big question that called for a bold approach: an industry-wide employer branding campaign. And what an industry! From shipbuilding to metalworking, as well as high-tech applications for defense and ASML’s chip-making machines.

This campaign was to be developed for more than 1,300 member companies. The “touch” and “tell” phases required a broad understanding of the sector, but the member companies also needed campaign materials for the “sell” phase. We developed a strategy based on the needs of career changers (with an emphasis on young people). To do this, we used all available data insights as well as editorial field research: talking to the target audience!

Yes, we really do! That's what makes our editorial approach so unique. After all, who better to explain why their work is so enjoyable than the people who already do it?

This strategy gave rise to the platform-wide campaign “Makers of the Future,” which includes an employer branding video, three video formats, photography, a toolkit for member companies, and DOOH. A quick overview of the awareness efforts: YouTube, Facebook/Instagram, TikTok, DV360, Google, DPG’s channels, and DOOH.

A "consideration" layer on the YouTube channel, including a series in which Eva Cleven visits the industry, supplemented by clips from this content on all short-form channels.

And last but not least: a toolkit that allows member companies to customize campaign materials (using PowerPoint!) and use them for their own conversion efforts. Using the latest AI techniques, the faces of employees have been replaced so that other companies can use the images as well. It’s been a success: half of the member companies have downloaded the toolkit!

By rolling out a broad campaign, we achieved massive reach among the target audience and its influencers. The most important metric for this reach—which consisted primarily of video-driven content—is the VTR (view-through rate): it exceeded the benchmark across all channels. This proves time and again what matters most: tailoring creative content to the target audience. Better recall and lower media costs. We also see this reflected in the effectiveness metrics: a significant positive impact on awareness and consideration among the target audience that saw the campaign.