Summary
Rejlers wanted to become a more obvious employer of choice for engineering consultants and specialists. To succeed, they need to be part of candidates' decision-making process long before the right position is even posted.
That's why weselect developed an always-on Employer Branding strategy across relevant digital channels. With authentic employee-generated content and a continuous approach, we built both awareness and engagement over time.
Results*
- +66% average monthly visits to the career site
- +71% click to apply
- +28% applications per role
- The share of candidates advancing to interview increased from 7% to 11%
(*Results are a snapshot from 4 months of an ongoing partnership, compared to the same period the previous year)
Why Is Employer Branding Critical in a Competitive Consulting Market?
Rejlers is one of Sweden's leading engineering consultancies, with assignments in energy, infrastructure, construction and industry. The company has employees across the country and is growing continuously, making access to the right technical talent one of their most important strategic priorities.
The candidates Rejlers wants to recruit are rarely actively job-seeking. Most are already employed and only change jobs when the right opportunity comes along. This means recruitment efforts can't begin when a position is posted – they start long before, by building recognition and trust over time. When a candidate eventually starts considering a career move, Rejlers should already be a company they know and could see themselves working for.
The Challenge
Rejlers faced several challenges when they turned to weselect:
- Limited brand awareness as an employer: Despite a strong position in the industry, Rejlers was not an obvious first choice among engineering consultants and engineers. General awareness of the company as an employer needed to be strengthened among the right candidates.
- A target audience largely made up of passive candidates: The most relevant candidates are already employed and rarely actively look for jobs.
- Fierce competition for the same talent: In addition to other engineering consultancies, engineering-heavy companies in energy, industry and infrastructure also recruit the same profiles for their own internal engineering departments.
- Long-term talent supply: Rejlers needed to ensure a steady inflow of the right talent to continue growing according to plan.
- Traffic that actually leads to applications: The goal was not just more visits to the career site – the traffic also needed to result in more qualified candidates and more interviews.
Objective
The strategy had three clear goals:
- Build awareness of Rejlers as an employer among engineering consultants and specialists.
- Drive relevant traffic to the career site.
- Increase both the number of applications and the quality of candidates over time.
Target Audience
We directed communication toward:
- Mid-level and senior engineering consultants
- Engineers and other technical specialists
- Expertise in energy, infrastructure, construction, industry and related technical fields
The Solution
We built an always-on strategy where engaging Employer Branding content helps move candidates over time through the entire candidate journey – from discovering Rejlers to choosing them as an employer.
The first step was about creating recognition among people who were not actively looking for jobs. The focus was on showing the people behind Rejlers and providing an honest picture of the company, rather than marketing open positions.
People who had engaged with the content were then served more stories about the culture, projects and employees. The goal was to build trust and make Rejlers a natural option when the thought of a career change eventually arises.
When candidates were ready to take the next step, they were met with relevant job ads. Candidates who were not yet ready continued to be exposed to Employer Branding content and could instead sign up for Rejlers' talent pool via their career site.
Content That Built Credibility
A successful always-on strategy requires a continuous inflow of new content. Together with Rejlers and the production company Framebrains, we produced a content library of employee interviews, office films and shorter videos adapted for social media.
The material can also be used both in paid advertising and on Rejlers' own social channels. This creates a more consistent presence, ensuring potential candidates encounter the same narrative across multiple touchpoints.
Results
+66% more visits to the career site on average per month
The strategy increased traffic to the career site by 66% on average per month compared to the same period the previous year. Today, nearly a quarter of all traffic comes via Employer Branding advertising.
Visitors who actually engaged
Visitors from the campaign stayed significantly longer on Rejlers' career site than other visitors. Campaign visitors stayed an average of 2:06 minutes on the site, compared to 0:43 for other traffic. Bounce rate was 28%, compared to 35% from other sources. This shows the strategy didn't just drive more traffic, but also relevant traffic.
+71% click to apply
More candidates took the step from reading about Rejlers to actually clicking through to open positions.
+28% applications per role
Through the integration between weselect and Teamtailor, we were able to track the entire candidate journey – from first ad impression to interview. The share of candidates advancing to interview increased from 7% to 11%. This shows the strategy didn't just generate more applications, but also more relevant candidates.
Quote from Rejlers
"For us, Employer Branding is about being relevant long before anyone decides to change jobs. That's why it's important to work long-term, but also to constantly understand what actually works. The beauty of our collaboration with weselect is that we can see the impact across the entire candidate journey – not just in reach and traffic, but all the way to more relevant candidates."
– Åsa Törngren, Head of People Experience at Rejlers
Why Did the Strategy Work?
Three things made the biggest difference:
- Always-on instead of one-off campaigns: By maintaining a presence over time, recognition is built before the recruitment need arises.
- Authentic content: Films and interviews with real employees generated high engagement.
- Measurement across the entire candidate journey: We can track everything from ad impressions and traffic to applications and interviews. This means optimizations are based on actual data and insights throughout the entire process.
