The challenge
The labour market for technical professionals is tight. To inspire new employees for a career in Engineering & Construction, Schiphol Group organised an exclusive event where interested parties were given a unique behind-the-scenes look. The challenge: not only to bring attention to the event, but also to inspire a broader audience to consider Schiphol as an employer.
The solution
MHX developed, together with Dumpert, a branded content campaign around the popular series "De Fijne Werkplek Jaarrond" (DFWJ). In a special episode, viewers were given an exclusive look into the large-scale renovation and maintenance projects at Schiphol and were introduced to the people behind this work.
The campaign was distributed across multiple channels:
- A branded video on Dumpert.nl
- Distribution via YouTube, Facebook and Instagram
- An additional Instagram Stories campaign with interactive quiz questions
- Additional traffic-driving stories directing viewers to the full DFWJ episode
The content
The campaign showed in an accessible and authentic way what working in Engineering & Construction at Schiphol entails. By using the recognisable Dumpert tone of voice and the popular DFWJ format, complex infrastructure was translated into appealing stories for a broad audience.
Results
The campaign generated strong engagement results on Instagram.
Instagram Stories
The interactive quiz stories ensured high engagement among the target audience:
Very high visibility within Dumpert’s existing audience and the following figures:
361.359
260.519
40.000 <
One of the quiz questions about the percentage of recycled asphalt at Schiphol alone generated:
- 40,863 votes
- 42% chose the correct answer (90% recycled asphalt)
The final story, in which users were directed to the full DFWJ video, also achieved strong results and generated additional traffic to the branded content.
Why this approach worked
By combining employer branding with entertainment, Schiphol Group managed to reach an audience that would normally be less likely to come into contact with vacancies in the engineering sector. The interactive quiz formats also ensured active engagement and additional attention for the message.
