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:

LIFE. MADE STRONGER.

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.

“MindField were great to work with and very knowledgeable on the best channels for our target audience.  Due to growth within our business, we had to recruit 80+ positions, many of which were difficult to attract within our area.

It was during this campaign that the team at MindfFeld really showcased its incredible talent. They worked with us to create some very engaging photography and video content for social media and OOH placement.  We used our own employees which made this extra special.  The campaign was very successful both with the recruitment and raising awareness of our brand in the local area.   

The team has great energy and fresh ideas that really brought our campaigns to life.  I would recommend you consider them for your next project.”

Jacqueline Reid, Global Director – Marketing, Communications and Product Management