A good offer turned into a great story

JYSK has, with good reason, one of the most popular trainee programs in Denmark. However, an analysis CompanYoung conducted in 2014 showed that the company’s employer brand was not perceived as attractive as the trainee program JYSK offers. This needed attention, as JYSK offers a good opportunity for young Danes, also after their time as trainees.

CompanYoung created the campaign “A good offer turned into a great story”. The campaign was favoured within the target group in a target group test that CompanYoung conducted in the initial development phase. The campaign features four ambassadors on web and video, who made a good offer into a great story. Among others, Rami, who started as a JYSK trainee in 1994 and now has a managing position in business development, is featured in the campaign.

The campaign’s primary platforms are the trainee site JYSK.dk/elev and the Facebook page “Elev i JYSK”, where selected JYSK role models share their everyday experiences with interested young people. CompanYoung further manages a customized digital media strategy including spots on different trainee- and job portals, Facebook, Google, etc.. The campaign also includes a ‘school package’ that is used at more than 100 school visits JYSK performes in the campaign period.