Employer Branding Case: VR (Finnish Railways) 24 October 2008, Leena Linnamäki, Employer Branding, page 1
Background VR needs 2 000 new employees in the coming years VR not well known as employer VR jobs generally engender interest Too few applicants for e.g.: electricians, track construction planners and coach drivers Decrease in number of applicants for conductor work Competition for workers intensifies specially in Helsinki 24 October 2008, Leena Linnamäki, Employer Branding, page 2
Employer image based on VR strenghts Environmental friendliness and sustainable development Constant innovation Reliability and responsibility as employer Good benefits and competitive salaries VR Group versatility and diverse job categories VR advertising and Kivimies characters 24 October 2008, Leena Linnamäki, Employer Branding, page 3
Objectives Increasing awareness among young persons and adults about job opportunities offered by VR Group in railway professions and other VR Group jobs. Getting good applicants and improving general employer image. VR s appeal as employer rises by 2010 to a fairly good level: 3,5 (2005: 2,76). 24 October 2008, Leena Linnamäki, Employer Branding, page 4
Measures National campaign in autumn 2008 Simultaneous large recruitment drives Main channels: television and Internet Special attention paid to internal communications 24 October 2008, Leena Linnamäki, Employer Branding, page 5
Internet 24 October 2008, Leena Linnamäki, Employer Branding, page 6
Printed media 24 October 2008, Leena Linnamäki, Employer Branding, page 7
Printed media 24 October 2008, Leena Linnamäki, Employer Branding, page 8
Printed media 24 October 2008, Leena Linnamäki, Employer Branding, page 9
Printed media 24 October 2008, Leena Linnamäki, Employer Branding, page 10
Printed media 24 October 2008, Leena Linnamäki, Employer Branding, page 11
Outdoor Advertising 24 October 2008, Leena Linnamäki, Employer Branding, page 12
Measurement of campaign results Media agency Carat conducted a survey measuring VR s employer image and impact of advertising. Effects of the campaign were measured by an internal survey directed at recruiters and campaign planners. 24 October 2008, Leena Linnamäki, Employer Branding, page 13
Main results of survey TV All respondents, n=338 Media reach Printed media Outdoor advertising Internet Total media reach AdScore database 24 October 2008, Leena Linnamäki, Employer Branding, page 14
Main results of survey Rating TV * Printed media Internet Average 1-4 *) Has seen TV commercial, n=213 AdScore database 24 October 2008, Leena Linnamäki, Employer Branding, page 15
Main results of survey Advertising qualities Has seen TV commercial, n=213 Subject of commercial is clearly evident Befits VR Stands out positively from other TV commercials Entertaining Funny Credible Convinced viewer that VR is an interesting employer Increased interest towards VR Provided interesting information on VR as an employer Respondent is in target audience Irritating Average 1-4 24 October 2008, Leena Linnamäki, Employer Branding, page 16
Main results of survey VR image in comparison with competitors Environmentally friendly Innovative Pleasant Good price-quality ratio Interesting employer Service-minded Good quality service Punctual VR ExpressBus Finnair Can not tell 24 October 2008, Leena Linnamäki, Employer Branding, page 17
Number of applicants Commuter services conductor: number of persons applying for training doubled Sales clerk: record number of applicants Train driver: quality applicants (+ 10 %) Mechanic: continuous recruitment drive, plenty of applications, several persons hired Coach driver: number of applications doubled Restaurant staff: applicants with better qualifications Track construction foremen and experts: no effect 24 October 2008, Leena Linnamäki, Employer Branding, page 18
Conclusions Total media reach of campaign was high. Specially TV advertising succeeded beyond expectations. Environmental friendliness and innovation received high marks in comparison with competitors. VR is also seen as an interesting employer (VR 33 %, Finnair 36 %). Familiarity as employer still needs a lot of reinforcement. Best results in big recruitment groups. 24 October 2008, Leena Linnamäki, Employer Branding, page 19
Multiyear campaign Development of employer brand requires constant work and media coverage Next year the campaign continues in educational institutions and various events. Television advertising is used in connection with big recruitment drives. Investment in the Internet continues. 24 October 2008, Leena Linnamäki, Employer Branding, page 20