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    Employer Branding

    Colas

    Attracting young engineers

    Recruiting young people in a shortage sector: a clear, visible and continuous employer brand for Colas Belgium.

    Colas: Attracting young engineers

    Context

    The construction sector faces a structural talent shortage. Demand is high, competition between employers is fierce, and the professions are still poorly known or seen as unattractive by young people. In that context Colas Belgium wanted to strengthen its visibility and appeal with young talent, to support recruitment in the short and medium term. Before the collaboration, Colas Belgium did exist as an employer, but was not activated enough through the right content and channels. The goal was to move to a clear, readable and action-oriented appeal that generates interest and applications.

    Challenge

    01

    Exist as a local employer

    Position Colas clearly as a local employer, beyond the image of the international group.

    02

    Differentiate durably

    Stand out in a sector where vacancies look alike and traditional recruitment channels barely reach young people.

    03

    Reach shortage profiles

    Address technical shortage profiles such as site managers and engineers, as well as support functions, for student jobs, internships and first jobs.

    Solution

    SnakLab built a clear, visible and continuous employer presence with young people.

    1

    A dedicated employer page

    One entry point where Colas introduces itself, showcases its professions and centralises every opportunity: student jobs, internships and first jobs.

    2

    Video content for young people

    Short, authentic videos by SnakLab in Dutch and French, giving the floor to the teams on site.

    3

    Continuous social advertising

    Sponsored distribution on TikTok and Instagram, so Colas stays visible while young people look for an internship or first job.

    4

    Centralised applications

    All applications come in through Student, making recruitment simpler and clearer for the HR teams.

    Authentic formats that convince young talent.

    Colas, Don't make this mistake!
    Colas, Build your future at Colas

    Impact

    Colas was able to hire around ten junior profiles quickly, in a context of talent shortage. At the same time, centralising applications through Student made recruitment simpler and clearer for the HR teams, while giving young people easier access to Colas vacancies. Today Colas Belgium has a clear, visible and strong employer brand, where before it was barely readable for young people.

    10+
    Junior profiles hired
    1M+
    Impressions generated
    2
    Languages (NL & FR)
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