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  • Suomeksi

    • Veikkaus — Employer branding

    Veikkaus became a major Finnish tech recruiter – #techrekry

    How do you get tech talents interested in a company that is not necessarily known as a tech company? Drum set out to build a strong employer image for Veikkaus as an ICT house through marketing communications.

    Tough competition for tech talent

    Veikkaus is a company familiar to all Finns, but it doesn’t particularly profile itself as a tech house.

    Veikkaus has a great need for ICT experts now and in the years to come. As the competition for tech talent is tough, Veikkaus wanted to get noticed as an ICT employer and recruit top tech talent for the numerous vacancies that were open. In addition to recruitment, Veikkaus’ big goal now and in the future is to keep valuable tech talent in-house.

    Drum set out to build a strong employer image for Veikkaus as an ICT house through marketing communications.

    Bringing out what the talents want

    The purpose of the campaign was to show that Veikkaus is aware of what ICT professionals want from their jobs. Therefore, Drum commissioned Taloustutkimus to conduct a survey in which 150 ICT professionals were interviewed about the things they consider important in their work.

    The results were surprising: instead of salary, the majority considered a good working atmosphere and flexibility to be the most important factors. Employees also had a wide range of experiences of burnout. The interview survey also confirmed the assumption that it is very difficult for newcomers to enter the sector.

    The communication content of the campaign was built on the results of the research. Recruitment was also improved through better knowledge of the target group.

    Communication together with experts

    Because there is power in communicating together, Drum set out to give the campaign broader visibility and impact by working with industry organisations. We designed, scripted and hosted an expert panel with key industry experts from Tivia, Software Finland, FiCom and Silo Ai.

    The discussion was streamed as a webcast and it was followed by more than 200 ICT professionals from all over Finland. The panel also generated a lot of active discussion on X.

    Powerful content and engaging media communication

    Drum wrote a native article on the topic for Iltaleheti, Tivi and Tekniikka&Talous. The article was based on the results of a survey and included interviews with experts from the partners. In addition, the content and display purchases leading to the article were carried out in Alma media with the right targeting.

    The results of the study were also published in a press release, which generated plenty of media coverage.

    Drum also designed a landing page for Veikkaus’ ICT recruits, profiling Veikkaus as a technology workplace. The page included facts about Veikkaus as a tech house, key employment benefits, the main results of the Taloustutkimus survey, a video recording of the expert panel and Veikkaus’ ICT job vacancies.

    Drum also designed and implemented a series of animated infographics for Veikkaus’ social media channels, based on the results of a survey of ICT professionals. The graphics highlighted the things that technology professionals want from their jobs.

    32 000

    readers through a native article in the Iltalehti,
    Tivi and T&T (well above the Iltalehti
    average).

    YLI 200

    valuable ICT experts following the experts’
    panel discussion.

    KAIKKI

    Veikkaus’ ICT vacancies were filled during the campaign.

    A spectacular rise!

    Veikkaus was one of the strongest risers in the Universum survey of the most attractive jobs in the ICT sector. Veikkaus rose from 44th to 35th place in the rankings in one year. The survey interviewed 755 tech professionals in Finland about the most attractive jobs.

    SABRE-shortlist

    The employer image campaign of Drum and Veikkaus was selected as a finalist in the international SABRE Awards competition. Drum and Veikkaus’ campaign “All Bets on Tech: How Veikkaus Became a Tech Magnet” will compete in the Employer Branding category, where it will be judged against five other competing entries in April 2025. Read more.

    Janina Tolvanen
    +358 50 353 2201

    Read more

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