Stålverket

Helping Ovako attract the next generation of engineers through branded storytelling:
The podcast format STÅLVERKET boost traffic to various channels, builds pride and deepens the target group’s knowledge of steelmaking in general and Ovako in particular.

Overview
Attracting skilled engineers requires more than traditional recruitment marketing. To strengthen its employer brand and inspire the next generation of talent, Ovako partnered with Splay One and created STÅLVERKET – an original podcast designed to showcase the people, innovation and purpose behind the steel manufacturer. Through strategic storytelling, content production and social-first distribution, employer branding was transformed into content people actively wanted to watch and listen to.

Challenge
Ovako wanted to increase interest in engineering careers while changing perceptions of the steel industry among young professionals. The challenge was to communicate complex topics such as sustainability, innovation and career development in a way that was authentic, engaging and relevant to a new generation of engineers. Traditional recruitment messaging alone would not be enough to capture attention or build emotional connection.

Solution
Splay One developed a content strategy and created the podcast concept STÅLVERKET, a format where engineers, employees and external experts could share stories from inside Ovako and the steel industry. Supported by social-first marketing across LinkedIn, Instagram and TikTok, the podcast became an engaging employer branding initiative that combined expert knowledge with authentic storytelling and real employee experiences.

To maximise the impact of every episode, the podcast was transformed into a multi-channel content ecosystem. Rather than promoting episodes with traditional studio clips, each episode was supported by original social-first content with its own creative concept, tailored to the platform and audience. By adapting the creative execution to audience behaviour across TikTok, Instagram, LinkedIn and other digital channels, Ovako extended the reach of every episode and built stronger connections with both existing and future talent through content designed for the way people consume media today.

Results
By combining educational content, employee stories and sustainability topics, STÅLVERKET created long-term value beyond a traditional recruitment campaign and established a scalable content format for ongoing employer branding initiatives. The project also gained external industry recognition, becoming a finalist in the Magnet Employer Branding Awards.

STÅLVERKET and its video advertising have reached over one million people, received 3.7 million views, 8,500 likes, comments, shares and 25,000 clicks to Spotify and LinkedIn. The podcast has received +5,000 (and counting) good quality listens – people listen for a long time despite a newly established format – and hundreds choose to subscribe. Thanks to STÅLVERKET, traffic to ovako.se increased by 60 per cent and generated a reach record on Linkedin for Ovako.

During job interviews, many applicants spontaneously mention that they have listened to the podcast to get to know Ovako better. Internally, the podcast builds pride and employees say that they have learned more about the business. The episodes are also shared with external partners and journalists so that they have the opportunity to delve deeper into various issues.

Want to improve your employer branding with irresistible content in the right channels and create effective campaigns? Talk to Åsa!