Peab, a Nordic construction company, is on a mission to build a more inclusive workforce. By using Storykit to create videos that showcase their employees, they've been able to successfully recruit more women to the company.
"Just in the past year, we have produced more than 300 videos with the help of Storykit."
Peab is one of the Nordic region's leading construction and civil engineering companies that has been contributing to community development for over 60 years. Checkout some of their Storykit videos below!
Maria Wilund, the PR manager at Peab, knows that having more women in the construction industry is important.
— We know that mixed workplaces perform better, but we also have a major skills shortage. Our industry has difficulty finding personnel to recruit, so both men and women are needed - it is not just men who can build society.
When it comes to recruiting, they found that social media was a better platform for them then traditional ads.
— We used to work with traditional job ads when we were recruiting, and we noticed an incredible response with many more applications when we started recruiting on social media.
Peab knew that making more videos was crucial for communicating effectively, whether it's for ads, training, or social media and needed a solution that would enable them to do that.
Peab found that the most effective way to attract the women candidates they want, is to promote the presence of women within their workforce through video.
— To attract women, we must show the women who work for us, who are "ordinary" women that most people can identify with. For example, we have a series where female employees have filmed themselves to get more women to join the industry. These have had incredibly high engagement on social media.
— Just in the past year, we have produced more than 300 videos with the help of Storykit, says Carina Nilsson, who is in charge of communications.
What are the important ingredients to get women interested in you as an employer in the content you create?
– Being honest and showing what reality is and looks like. It's important to have a personal tone with the recipient. If you want to reach women, it's important to show women in the content we create to give a sense of identification. We try to use our employees in all the content we produce for social media as much as possible, says Carina.
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