Case Study: Helen – Recruitment Campaign for Energy Industry’s Digital Trailblazer

Background

Helen, one of the largest energy companies in Finland is known as a pioneer of the energy industry with more than 100 years of experience.

To keep on developing their digital solutions, Helen has been successfully enhancing their tech and data capabilities and nurturing digital teams already for several years. In 2022 they unveiled a new digital strategy and outlined plans to grow their digital solutions unit and double Helen’s software development and AI capabilities by 2025.

In order to elevate Helen’s awareness as an IT employer and to achieve their hiring goals in the coming months, Helen chose Talented, a Witted company to scale up their tech recruitment activities and execute a recruitment marketing campaign at the end of 2023.

The Challenge

One key challenge Helen had identified is that many IT talents are unfamiliar with career opportunities in the energy industry, often perceiving it as traditional or old- fashioned. However, this couldn’t be further from the truth at Helen. Their mission is to achieve carbon neutrality by 2030, offering digital and data professionals the chance to make a tangible difference by developing pioneering solutions that drive the green transition.

With the help of Talented’s Growth Consultants Mira Rantatupa and Sonja Valta, the campaign aimed to:

• Improve Helen’s awareness as an IT employer
• Generate interest in the diverse career opportunities
• Target the right audience to attract candidates for
  open positions

Talented’s Role in the Campaign Building

• Campaign planning and coordinating

Taking care of the campaign targets, tasks and schedule, syncing timeline with recruitment roadmap and reporting campaign results.

• Defining the ideal target group

Identifying Helen’s key audience to make sure we reach and speak to the right potential candidates.

• Creating key message and themes

Defining Helen’s unique selling points as an employer and what aspects of the work culture to highlight in key messages, based on digital strategy.

• Career page and job ads

Refreshed helen.fi/digirekry career page: describing the products, teams and roles and why digital and data talents should apply to Helen.

• Blog articles

Three blog articles about working in the digital solutions business unit at Helen.

• Social media posts & advertising

Boosting campaign visibility with organic and promoted posts on LinkedIn.

Almost 450 Applications to Open Tech Roles

Key results from the campaign:

• Helen received almost 450 applicants to several open digital and data roles in just one month.
• Careful planning and content ideation based on Helen’s digital strategy helped produce materials that can be repurposed for future use.
• From campaign planning to execution, the collaboration between different teams and stakeholders at Helen and Talented was active and effective.
• Throughout the six-month collaboration, all vacant tech roles were successfully filled.

”Collaborating with Talented was seamless and easy. It was very effective to work with two consultants, one focusing on recruitment and the other on employer branding and the campaign – we were able to design and implement a high-quality campaign and recruitment process in a short time.

We knew we could trust Talented’s expertise in the highly competitive IT talent market. It was amazing how quickly we established a trusting relationship and dialogue with Talented. They were able to capture authentically and attractively what it’s like to work at Helen as a digital or data expert and what kind of career opportunities we offer. The consultants delivered high-quality content, speaking to the right audience and perfectly aligning with our brand. Overall we are very happy with the cooperation and the number of candidates who applied.”

– Sini Eerola, HR Business Partner, Helen