Your brief
A mid-sized northern employer struggles to fill roles in engineering and logistics. HR has little time for content; existing channels (website, LinkedIn) feel generic and do not match what employees and applicants want to see.
The partner asked for a feasible content strategy: what to publish, where, how often — and how to measure whether it works.
Collaboration
The student team combined HR interviews, a channel audit and benchmark research at comparable employers. They defined three content pillars: behind the scenes, growth in the craft and team in the region.
Semester deliverables:
- 12-week content calendar (social + careers site)
- Shot list and formats for short video with existing staff
- KPI dashboard (reach, applications, time-on-page)
- Internal guide for HR (tone of voice, do's and don'ts)
In practice
Research, production and delivery moments — authentic material from the semester collaboration.
What it delivered
In the pilot month LinkedIn reach rose 34%; the careers site saw 22% more unique visitors. Applications in the engineering/logistics target group doubled versus the same quarter a year earlier.
The partner still uses the content calendar and formats; two students were asked back for a follow-up on employer events.
