Employer branding activities of Erbud

Erbud — the largest independent construction group in Poland invited a group of Urbex History explorers to cooperate. Together they set out to conquer unusual constructions from the company's portfolio. The employer branding campaign consisted of a 7-episode video series posted on a specially created brand channel.

Target

The aim of the employer branding campaign was to build brand awareness among potential young employees and to create an image of a professional and open to innovation employer among students of related fields (construction, architecture, environmental protection) and graduates who are at the beginning of their career. Thanks to cooperation with popular youtubers, the group has increased its chances of reaching young enthusiasts of architecture and construction.

‍

Realization

Erbud was the first company in the industry to partner with web creators and launch its channel on YouTube. In a series of seven videos (six main episodes and one making off), the creators of the Urbex History channel (Łukasz Dąbrowski, Konrad Niedziułka, Jakub Stankowski) and Erbud experts took viewers every two weeks and gave virtual tours of sites from the construction portfolio. The aim of the campaign was to take viewers to places that are not accessible to visit on a daily basis, and which are included in the Erbud brand portfolio. Throughout the Urbex History series, they guided viewers to places such as: Marine Science Center in Szczecin, Szymankowo Wind Farm, Nowe Moce Szczytowe CHP Plant in Gdańsk, Base Camp, Fuzja in Lodz and the Silesian Professor of Religion Clinical and Scientific Center in Zabrze. Important in the choice of location was to highlight the diversity of projects undertaken by the group. The first, premiere episode appeared on the channel on May 28 and at the same time a competition was launched, in which an internship in Erbuda companies was to be won.

‍

‍

Findings

Almost 600,000 views of the series

Over 4.3 million minutes spent watching content

98% of positive reactions under sections