Keeping it real is the key to talent attraction for Konecranes

YPAI 2020 Case Study

The results of the 2020 YPAI survey tell us that talents of the future don’t just want jobs – they want to believe they are making a difference. So how do companies like Konecranes create a brand that is perceived by young professionals to be a real reflection of their values?

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Key Points:

Building a brand based on employees' own stories has raised Konecranes to the top 10 of Finland's most attractive employers in the Young Professional Attraction Index.

“Building an employer image is only successful when current staff or alumni recognize the veracity of the communicated image, i.e. do not paint cloud castles. A good employer image evokes emotions - like all brands, ”says Satu Virtanen , Talent Acquisition Specialist at Konecranes Finland.

Konecranes is the world's leading manufacturer of lifting equipment, employing more than 18,000 people, whose customers include the engineering and process industries, shipyards, ports and terminals. Konecranes' lifting equipment touches the borders of the sky in more than 50 countries around the world and the company's turnover is more than 3.3 billion euros.

Their success is no coincidence: joining Finland as one of Finland's most attractive employers has required a great deal of strategic thinking and perseverance. One thing is and will remain in Konecranes' employer imagery, namely adherence to authenticity.

What is YPAI?

The results of the Young Professional Attraction Index (YPAI) 2020 study published by Academic Work confirm Konecranes' theory that this and tomorrow's experts are looking for an employer with whom to share a common set of values.

YPAI is designed to help employers understand what young professionals value most when choosing a new employer. The results of the YPAI research aim to provide companies with a deeper understanding of how to attract, recruit and engage young professionals.

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“While we often think of the employer image specifically as an external image, influencing it is not just about polishing the outer shell. Developing an employer image and creating a strategy is a journey to the heart of the company, ”Satu opens.

“What are the themes and goals of our business strategy? What kind of expertise do we have and what kind of expertise do we need to implement our business strategy now and in the future? Who are they? What are they interested in and what kind of things do they value? What can we offer that other organizations competing for the same skills don’t offer? ”

Attracting potential starts early

Attracting the desired experts is one of Sadu 'and Konecranes' priorities, and investments are already beginning in the early stages of their careers:

“We co-operate with universities around Finland by offering information about ourselves, our operations and our summer job opportunities . We want to offer interesting, challenging and responsible opportunities for young professionals, ”Satu continues.

“Clear strategic lines and indicators have at least supported the development of employer image work. In employer image work, it easily happens that without clear guidelines, you end up doing a little bit of this and that, a little bit there and sometimes a little bit here, and therefore the desired outcome may not come. Our approach has been well targeted and we have started to see good results - we will continue on the chosen path. ”

Compared to other Finnish listed companies, Konecranes is still relatively young. Today, Kone, known as an elevator company, was founded in 1910, and its business included, among other things, e.g. industrial and harbor cranes. 1994 Kone changed its strategy, with the Kone Cranes crane unit becoming an independent limited company: KCI Konecranes International Oy.

All of this is taken into account when telling the story of a company to young professionals.

“It is important to build an employer image based on the company’s business strategy and identify its own strengths and areas for development. Activating and engaging different stakeholders in development work is key - we should not try to build an employer image behind closed doors by HR, ”says Satu.

Current employees highlighted

Authenticity also extends to the images Konecranes uses in communications: when young professionals identify with and identify with images, it is also easier for them to imagine themselves as part of a team.

“We bring out our employees and corporate culture in pictures, videos and career stories, which we then utilize on different platforms, such as career pages, social media, job postings and so on,” Satu introduces.

"With a good employer image and strategy, as well as high-quality employee experience, we can help hire the skills that will enable us to succeed in our business and continue to grow."

Konecranes in a nutshell

  • More than 18,000 employees and 96 nationalities stationed in 50 countries.
  • Consolidated net sales of EUR 3.3 billion in 2019.
  • The goal is for the share of women in group management to be 25% (currently 22%).
  • Collaboration with Ocean Cleanup - providing technology and resources to clean up the 1,000 most polluted rivers on the planet.

The view of Academic Work

"Konecranes has internalized that building a credible and long-term sustainable employer brand starts from the inside. Communicating in an overflowing positive tone or giving an artificial image leads to a mismatch of expectations and reality and ultimately damages the company's employer image. in a positive tone for his family and friends, imagery work begins to pay off. The winning concept is one that involves your own employees in shaping the image and sharing it. "

YPAI 2020 x 4

This year’s results are available in four reports covering separate focus areas. Download them all and let them guide you in becoming a more attractive employer.

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