PUBLIC SECTOR

Trafikverket

Data-driven awareness that reaches the right talent and supports long-term workforce supply

Scroll to explore

Industry:Public sectorSolution:Always-onImpact:+133% increase in link clicks

STARTING POINT

Becoming visible to the right talent

Trafikverket carries one of Sweden’s most critical public missions. They are responsible for the long-term planning of the national transport system across road, rail, maritime and aviation, as well as the construction, operation and maintenance of state roads and railways. This requires a wide range of skills, including engineers, IT specialists and systems analysts, all of which are in short supply. Many people are aware of Trafikverket, but struggle to see what it is like to work there. In reality, Trafikverker offers a workplace with great variety, a healthy work-life balance, and strong development opportunities. The challenge has therefore been to shift perception. Not only to reach the right talent, but to make the mission clear, relevant and worth choosing.

APPROACH

Continuity as strategy. Impact over time.

Together with us, Trafikverket built a continuous way of working to increase awareness and reach the right audiences. With an always-on strategy, they stay visible over time, even when fewer roles are advertised. This enables them to gradually build understanding of both their mission and their employer offering. The advertising has been continuously adapted and optimised by channel. A key part of the work has been making complex data accessible and actionable, clarifying which metrics matter, and creating clear direction going forward. One concrete example is the campaign for train traffic controllers, where link clicks more than doubled through a combination of always-on activity and targeted activation, supported by creative and audience-tailored content.

Expert quote

“We provide specialist expertise and help clients navigate today’s complex media landscape in a clear and accessible way.”

Adam Hansson

Campaign Strategy Lead på JobbSafari

IMPACT

The strength of a long-term approach

+0 %

video views: increased interest

+0 %

view rate: increased engagement

+0 %

link clicks: improved performance

When the mission is complex and the target audiences are hard to reach, one-off efforts are not enough. It’s continuity that creates impact. Trafikverket’s always-on approach has increased view-through rates and viewing frequency, showing that the communication is becoming increasingly relevant and engaging. As awareness grows and more relevant candidates come within reach, Trafikverket can also work more precisely and effectively with job advertising. This creates room for a more systematic approach, where testing, evaluation and follow-up drive continued development.

PUBLIC SECTORCAMPAIGNJOB ADVERTISINGDATA & INSIGHTS

Expert quote

“Trafikverket values efficient ways of working, fast processes, and high quality. We understand their organization and have the expertise needed to meet their requirements. The impact is also visible internally, where the employer branding work strengthens pride and engagement across the organization.”