Bundesinnung Bau
Employer branding for an entire industry
The Federal Guild of Construction in the Austrian Federal Economic Chamber represents the interests of 10,000 construction companies with around 100,000 employees and a turnover of 20 billion euros. In order to counteract the massive shortage of skilled workers in construction and to get more young people interested in an apprenticeship in construction, it launched the “Build your future” campaign. In 2021, it was looking for an efficient agency to successfully continue this campaign in an international tender.
The goals were clear: to present the construction industry as an attractive career option for apprentices and to support young people in finding an apprenticeship. In order to clarify prejudices and to inform in a broadly effective way, we wanted to focus on apprentices and their skills. We also changed the campaign mechanics: the previous campaign was very print-heavy and also ignored other target groups that have a big influence on the choice of apprenticeship.
We completely redesigned the existing campaign and transferred it almost entirely into the digital space. In addition, we supplemented the primary target group of young people with parents and teachers. Thanks to a comprehensive target group analysis, we developed five central messages that - distributed on selected channels - were able to generate maximum high-quality attention.
Target groups
In the campaign, the apprentices themselves become ambassadors. By talking about apprenticeships as emotionally and financially rewarding, the central messages developed are incorporated in an organic way. In addition to the primary target group of young people, two secondary target groups have been identified that have a great influence on the choice of apprenticeship: Parents and teachers.
Central messages
- good pay during the apprenticeship and afterwards
- good career opportunities for motivated apprentices
- a modern apprenticeship that focuses on digitalisation
- a large number of possible specialisations and varied work
- a crisis-proof industry
Channels used
Platforms such as Google and META do not allow targeting of people under 18. In order to reach young people as the primary target group nevertheless, we developed platform-specific work-arounds. Snapchat and YouTube played a special role in this.
In order to make the best use of the budget, we identified periods of the year when young people are particularly active in choosing their apprenticeship. While the ads in Google Search and YouTube are suitable for year-round playout, awareness channels only make sense when there is a need in the target groups. Accordingly, some channels were temporarily inactive, and the budget was increased at phases of high interest
Visual language and design
In the campaign, the apprentices themselves become the bearers of the messages. They talk about apprenticeships as emotionally and financially rewarding. The central messages developed are incorporated here in an organic way. In the design, it was not only the guidelines of the Federal Guild that had to be taken into account. The visual language also had to be made platform-specific.
Results
In the following, we present the results of the recorded channels from 2021 - 2022:
115,714,777
Advertisements played
77,912
Measurable website visitors (who have agreed to the cookies)
610,766
Clicks from ads on the website
45,362
Page impressions of the apprenticeship exchange and
94,889
Calls to pages about the apprenticeship building professions
9,370
Clicks on job listings
“Really understanding target groups and their needs and motives is the foundation of any successful campaign.”
Axel Prey, Partner
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