Today, there is a major shortage of service technicians in the transportation industry. How to change the misleading image of a hard job in a dirty service workshop, raise the status of the profession and attract more young people to train as service technicians?
Scania Sweden’s dealers around the country needed to create a nationwide recruitment campaign with the aim of attracting more young people to apply for vehicle training and to get more service technicians to the workshops around the country.
Through gamification, a nationwide tour and a campaign focusing on the underlying skills required in the profession, we managed to start a journey of change and an updated image of an important profession at the forefront of technology.
Using a specially built truck trailer, the campaign visited around 30 towns and cities, at various events, festivals, secondary school fairs and schools. Inside the trailer, participants were faced with a series of puzzles and problem-solving exercises to “crack”, while also connecting with Scania employees and being able to apply for jobs directly on site or online.
Over 200,000 visits to the campaign site, more than 50,000 participants in the online game and more than 1,200 job applications speak for themselves: the image of the profession is changing!
The campaign was rewarded in the Magnet Awards with a silver in the Professionals category and a bronze in the competition’s most prestigious Grand Prix category.