Modernizing an industry image to attract young talent

Finnish Marine Industries struggled to attract young professionals because the industry was seen as old-fashioned — failing to reflect the reality of a dynamic, innovative, technology-driven career.

Vapa created the 'Tekemisen maininki' ('The Wave of Doing') concept to reposition the industry for a new generation. The campaign highlighted the stories and experiences of current young professionals across the industry's own channels and those of its member companies.

The LinkedIn page grew by 246% in followers compared to an average month. 40% of page visitors came from outside the marine industry, indicating the campaign successfully reached new talent pools.