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Hitachi Zosen INOVASustainable Solutions for the Future
Industry
Energy & Industrial
Services
Communication Strategy, Audit & Analysis, Performance Marketing, Photo & Video Production, Employer Branding, Social Media
+ 143%
YouTube Video Views
Beyond the Set KPI
30 101
Clicks from the Performance Campaign
on Profesia.sk
A Big Player, Big Goals
Hitachi Zosen Inova is one of the world’s largest companies in the waste management sector. Efficient utilization of secondary resources and their conversion into energy or other materials is crucial for both the company’s future and that of the planet. However, this cannot be achieved without the right people in the right positions; therefore, HZI asked us for help in establishing a functional employer brand. After meeting with stakeholders, we began taking steps to create a strategy based not only on in-depth interviews but also on an internal online survey. These insights helped us define a relevant EVP and shape a communication approach that resonates with both current and future employees.
Working with Purpose
One of the greatest challenges at the outset was understanding how the company is perceived by its employees. The data we collected clearly indicated that themes of individual freedom, social responsibility, and innovation resonate with the vast majority of respondents. These insights further guided us in determining the pillars and promises on which the client should communicate its uniqueness in the labor market. After intensive consultations, we developed an EVP that distinctly reflects the very essence of the company’s existence and its flagship engineering program focused on waste-to-energy solutions and renewable resources.
Authentic Communication
With the inclusive narrative “We Turn Waste into Energy,” we aimed to communicate the company’s atmosphere and work culture in an authentic way. In addition to developing the employer brand strategy, we conducted a photoshoot with employees. Throughout all phases of the campaign, they clarified the motives that led them to leverage their experiences in their roles at Hitachi Zosen Inova. In both the employer branding and the active recruitment phases, we used not only hard data but also opinions substantiated by internal surveys.
Professional Hiring
We did not leave hiring to chance during the recruitment phase. The redesign extended to the recruitment page on the Profesia.sk job portal, all with the goal of increasing traffic and reaching as many potential candidates as possible who resonated with the HZI EVP. We maximized the page’s potential by not only listing job offers but also guiding job seekers through the company’s history in a clearly structured environment. We also introduced the audience to the company’s key values and the specializations in which candidates can thrive.
Hiring in Various Forms
We developed the communication concept for newly established social media channels, launching local market communication independently of the brand’s global messaging. Over several months, we promoted content ranging from the company’s core principles to successfully executed projects, showcasing what Hitachi Zosen Inova’s employees can achieve for a better future for all. Thanks to the support of additional channels, we exceeded our goals. Compared to the previous recruitment period, we multiplied the number of received resumes and conducted significantly more job interviews for open positions in Bratislava and Levice.
An Effective Mix of Online and Offline Channels
For the client, we proposed an effective mix of online and offline channels, which included digital billboards and an audio campaign executed on the second largest radio station to engage potential candidates. These efforts helped increase overall awareness of Hitachi Zosen Inova and ensured that the communication message reached environments beyond the online sphere.
Media That Delivered Results
The campaign results showed that our YouTube spots exceeded the set KPI by +143%. By establishing a long-term, sustainable communication concept, we developed a strategy for Hitachi Zosen Inova that aligns with their core principles, paving the way for even greater success in the next phase of our collaboration.
