How Aurubis Finland Enhanced Its Employer Brand to Address Labor Shortages

Finland is in the grips of a national worker shortage. One in four Finnish companies states that labor shortage is the key problem blocking growth. The problem is particularly acute in manufacturing and construction, where more than half of all companies have difficulty finding workers. Another national challenge is attracting women into technical fields. Failure to attract them into education and jobs in the sector could mean losing up to half of the potential of the age group. Aurubis Finland is part of a German company focusing on the refining of copper products. They wanted to embark on a long-term effort to improve its image as an employer in order to ensure the availability of employees in its growth phase. At the start of the campaign, the company had 300 employees and demand is booming. Growth requires more production workers as well as clerical staff in a variety of specialist roles. 
As a brand they had three main goals: 

1. To grow awareness of the company as a good employer 
2. The generate new job applications 
3. To ensure successful recruitment for key roles 

Unfortunately, one of the recruitment challenges in manufacturing is that everyday life inside the factory gates is not visible to passers-by, especially young people. In addition, competition to secure the best workers is fierce as many companies face the same struggles. These challenges of retention and attraction were at the central goals to tackle.