How we helped SÄRF attract firefighters with a two-step campaign
BACKGROUND
Södra Älvsborgs Räddningstjänstförbund (SÄRF) is a municipal association responsible for the rescue services in six municipalities: Bollebygd, Borås, Mark, Svenljunga, Tranemo and Ulricehamn. The association faced a major challenge – recruiting several new firefighters to the organization.
SOLUTION
To meet the need for new firefighters and at the same time strengthen SÄRF's employer brand, we implemented a two-stage campaign. The first part consisted of an employer branding effort that focused on showcasing the profession and the work environment within SÄRF. Using authentic video material, where employees shared their experiences, a genuine picture of what it means to work as a firefighter within the union was created. This strategy aroused interest and created a strong relationship with potential candidates.
The second part of the campaign built on the insights from the employer branding work. By using the collected data, we were able to target our recruitment campaign to a well-defined target group. We were then able to appeal to the most relevant candidates, which resulted in a more efficient and accurate recruitment process.
RESULT
34 qualified applicants
The campaign generated 34 applications from qualified firefighters, a significant increase compared to previous recruitment rounds, underscoring the campaign’s effectiveness and ability to engage the right target audience.
Strengthened employer brand
By integrating employer branding into the recruitment process, SÄRF not only filled vacant positions with skilled candidates but also positioned itself as an attractive employer within the competitive rescue services sector.
The collaboration not only gave us more qualified applications than before, but also helped us strengthen our employer brand. Thanks to the well-planned strategy, we managed to attract the right candidates and fill important positions.
We are very pleased with the result!
Södra Älvsborgs Räddningstjänstförbund
Caroline Olausson
Kommunikationsstrateg
