Building Skanskas reputation and attracting the best

Skanska is one of the world’s leading construction companies and constantly needs to attract experienced project managers and specialists. These persons usually have long experience and often a high barrier to changing employers.

Skanska engaged Spoon to build a communications strategy to enable it to attract attention and build its reputation with the demanding target group of experienced and skilled project managers and engineers. Campaign objectives included encouraging the group to share their contact information with Skanska’s recruiters and to come away with a positive impression of the company – an employer that wants its employees to develop and grow.

Through extensive research, we got to know the target group better. We dug deep into what they find essential and appealing and identified drivers to make them consider a job change. We cross-checked our hypotheses through both internal and external in-depth interviews with target group representatives.

We also considered it critical to create a process for working with Skanska’s employee value proposition. Together with Group management, working teams and reference teams at Skanska, we developed an updated employee value proposition, laying the foundation for the communication concept. The concept was based on Skanska’s high ambitions for their employees, the communities where they build and the global environment. Skanska sets its goals high and is willing to go the extra mile. And now they need to attract more people that want the same thing.