Three machinists in three weeks.

The situation

Etra is a Finnish specialist in technical trade with production in Vantaa, Hämeenlinna and Tampere. The Fastener Production unit in Vantaa employs about 40 industrial professionals across three shifts around the clock, and the unit manufactures industrial fasteners for customers worldwide. Keeping production quality high means hiring only the best machinists, and the modern machinery and low turnover at the workplace support that goal.

The challenge

Finding skilled machinists in the Helsinki region, where there is a constant shortage of labour. The narrowing of training programmes has deepened the shortage in the field. Finding capable people was a significant challenge, and a traditional advertised search would not have produced a fast enough result.

The solution

Wellpack launched a digital recruitment campaign with targeted social media ads and visually striking content, based on a precise analysis of the target group. The campaign leaned on the strengths of the workplace at Etra: modern machinery, opportunities to learn, varied machines and low turnover.

The process

1. 01

   An hour and a half after the first contact, a Wellpack consultant called and mapped the staffing needs.

2. 02

   The next day Wellpack's team visited the production facilities in Vantaa and deepened their understanding of the target group.

3. 03

   The digital recruitment campaign was launched with targeted social media ads and visual content.

4. 04

   The first machinist was presented the day after the campaign started.

5. 05

   During the following week two more candidates were chosen and the process was completed.

Results

3 wks

From briefing to people in production

3

Machinists recruited

1 day

First candidate presented

Lessons

The digital recruitment model proved to be an effective and promising tool for carrying through even the more difficult recruitments. Reacting quickly and visiting the client's premises made it possible to understand the needs in depth.