Case Study: Stora Enso

The Challenge

The investments in Polish markets by the company has created a need for future recruitments, but Stora Enso Poland lacks an employer branding strategy and digital channels to implement it with.

The Findings

Through excessive research, which included a week long trip to Poland, and collaboration with the client the team was able to identify issues to solve. Localized brand awareness, lack of presence in digital channels and lack of tools to reach quality job applicants were focused together with building employer brand by inspiring stories from employees.

The Solution

The concept includes step by step manual how digital channels should utilise in order to reach, engage and convert new job applicants. Tools for measuring the performance of digital channels were added to ensure continuous improvement as well the practical recommendations for implementing the tactical plan.

Think Global, Create Local.

The objective of the project was to build an employer branding digital strategy and a tactical plan for Stora Enso in Poland. The investments in the Polish market by the company may lead to a substantial amount of new recruitments. The recruitment need is diverse by geographical and by level of initial education.

The commitment of the client to the project gave the team first hand information both the company culture and the resources in polish market. The team also spend one week in Poland in order to make better understanding of the local habits, employer market and the company local brand position.

The team created tools to first reach the potential employees, produce engaging content to make them want to work in the company and finally, convert them into job applicants. An important part of the strategy is to engage the employees to contribute to content creation in digital channels, i.e. to become Stora Enso employee advocates.

 

The Team

Julia Ă–sterlund

Julia Ă–sterlund

An M.Sc. Corporate communication student. At the moment in charge of communications at Aalto University Business Students (KY). Specialised in stakeholder networks.

Tuulia Telin

Tuulia Telin

An M.Sc. Management and International business student with diverse working experience, the most recent of which at Aalto University Student Union board (AYY).

Quan Nguyen

Quan Nguyen

An M.Sc. Information and service management student. Has worked three years as business analyst at Techcombank in Vietnam. Specialized in data analysis.

Markus Valtonen

Markus Valtonen

An M.Sc. Marketing student. Working experience from Trainers' House where managing two B2B sales projects. Especially interested in digital marketing.