Oddwork 🧡 LKAB
LKAB: A digital campaign that engaged more than 35 million people
How do you get a national and international talent audience with sought-after skills to move to Norrbotten in northern Sweden? Read about our collaboration with LKAB and the digital employer branding campaign that engaged more than 35 million people in 120 countries.
Background
LKAB is an international mining and minerals group that has taken the lead in the global transformation of the iron and steel industry. With the ambitious goal of being completely free of carbon dioxide emissions from its own processes and products by 2045, LKAB faced the challenge of attracting relevant talent in many different fields and from many different countries.
The assignment
Based on LKAB’s campaign concept Our greatest challenge. Your greatest opportunity, Oddwork’s assignment was to develop a comprehensive campaign plan to build awareness and attract talent in engineering, geoscience and chemistry, skills that are essential to LKAB’s business goals and future. A target group that does not grow on trees in Sweden, and especially not in Norrbotten.
In both the national and the international target group, awareness of LKAB as an employer was limited, and getting the right talent to move to northern Sweden is a life-changing decision that requires careful consideration.
Campaign purpose and goals
The main purpose of the campaign was to increase awareness of LKAB as a whole and its attractiveness in the talent market, both nationally and internationally.
To achieve this, the campaign conveyed the unique chance to contribute to the green transition, the many exciting opportunities within LKAB and the unique life in northern Sweden.
Once awareness had been built and interest sparked, the campaign focused on increasing the number of applications to the roles LKAB needed to fill. Through this step-by-step approach, we created an engaging path from awareness to concrete interest, ultimately leading to more applications.
How we did it
Using LKAB’s overall campaign concept as the foundation, we adapted and integrated concepts and messages into different themes following the REAN model, to best meet the specific goals and target groups in each phase.
We formulated an overall strategy in which concepts, images and video were integrated into digital campaigns and a new dedicated landing page.
Throughout the campaign, content including images, video and messaging was tailored for each platform (Instagram, Facebook, LinkedIn, Google Ads, YouTube and native advertising), in line with the objectives of each phase of the REAN model.
Results and impact
One goal of the campaign was to increase the attractiveness of both LKAB as an employer and northern Sweden as a place to live and work. A Novus survey commissioned by LKAB shows that the willingness to move to northern Norrland increased from 2022 to 2023.
LKAB is also a newcomer on the list of the top 10 most attractive employers among Young Professionals according to Karriärföretagen. In addition, LKAB ranked 25th in Universum’s survey of Sweden’s most attractive employers 2023, and for the first time ever LKAB is on Academic Work’s YPAI list.
The campaign did not only reach markets we already knew. It also uncovered new markets such as Italy, Serbia and Ukraine, which LKAB sees as highly interesting for attracting talent. These markets showed particularly high interest in terms of impressions and click-through rates, even though we had not targeted them before.
129,681,507 impressions
In total, the campaign received 129,681,507 impressions on digital channels within the talent target group, which engaged with the campaign 28,518,385 times. This resulted in 1,759,883 clicks to LKAB’s campaign page during the period.
195% higher click-through rate than the industry average
The campaign was not only seen, it also generated strong interest and engagement. With an average click-through rate of 1.36% compared to the industry standard of 0.47%, LKAB’s campaign performed 195% better than the industry average.
Engagement from 35 million people in 120 countries
The data clearly shows that LKAB reached the relevant target group and gained valuable insight into its behaviour and characteristics. LKAB reached more than 35 million people in 120 countries through the campaigns.
Applications increased by 50%
The campaign activities led to more traffic to the campaign page and record-high demand for LKAB’s open positions. In 2023, LKAB received 19,808 applications, compared to 13,182 the year before.
