Scania turns a BIG skill deficit problem into an employment brand win.

Scania NZ needed to attract over 50 automotive technicians - and at the same time, create a cost-effective platform for ongoing recruitment (and retention) to support their continued growth in NZ.

The Challenge

Post COVID, the NZ skills shortage was very real. Even more so for specialised roles like senior automotive technicians that Scania had an acute need for – but also at apprentice-level through to less experienced candidates with an appetite to up-skill.

The traditional methods used to recruit for these roles could also be slow and extremely costly – around 12% of a a new role’s annual salary for a traditional recruitment agency process.

The Solution

Create an enduring employment brand campaign theme “Do Big Things”. It was a BIG, bold call-to-action to talent of all flavours to super-size their opportunities and careers at Scania.

Even better, it delivered an enduring employment brand proposition that could not just solve the immediate problem – but set the business up as the #1 choice in the category, for years to come.

A “Do Big Things” microsite was also created with rich video content and downloadable career path guides (different versions for apprentices through to the senior technicians) to allow prospects to get a real taste of what working at Scania could be like.