The Problem:

Volvo Construction Equipment / Rokbak were having difficulty recruiting skilled tradespeople due to a shortage of workers within the sector.  Recruitment adverts offering good salaries and benefits in the construction industry are commonplace. However, Volvo Construction Equipment had a singular point of difference that was hugely beneficial to improving employees’ lives outside of work; a 4-day working week.

The MindField Thinking:

We differentiated Volvo / Rokbak from other employers within the industry by anchoring the messaging around this emotive and unique benefit, rather than the usual list of features rolled out in job ads.

The Answer:


We featured real employees doing real things they enjoy away from the workplace; socialising with friends, playing golf, spending time with family, keeping fit, and riding motorcycles, were just some of the pursuits we highlighted. The campaign secured recruits in key roles that had proved difficult to fill and won our client a CEED (Centre for Engineering and Development) 2024 marketing award.,

Leave a Reply

Your email address will not be published. Required fields are marked *