Primetals Technologies, a worldwide leading engineering, plant-building, and lifecycle partner for the metals industry, needed a better way to promote their employer brand and fill roles across 14+ countries. With strict brand requirements and a small team managing the employer brand globally, creating video was a challenge—until they found Storykit. Now, they produce polished, on-brand videos quickly and consistently, using a flexible, template-driven workflow that helps them reach the right candidates with the right message.
"I can quickly create a video and share it with stakeholders across different countries. They’re consistently impressed, and it allows us to publish content rapidly without relying on external agencies."
Primetals Technologies provides metals producers with cutting-edge, tailor-made technologies, solutions, and services. Their work covers the full value chain of steelmaking, from plant design and automation to digitalisation and environmental technologies, supporting clients in building more efficient, sustainable steel operations. Operating in a complex, constantly evolving industry, it can be challenging to attract people with the right skills and experience. Check out how they are using video to recruit for challenging roles.
Juuli Parviainen, Employer Brand Advisor at Primetals Technologies, leads global employer branding from within the HR team and collaborates closely with the marketing department to bring the brand to life and drive recruitment, particularly through social media
Operating in a highly technical industry, Primetals Technologies faces a unique challenge: filling specialised, hard-to-fill roles across multiple regions. That has made employer branding an exciting and essential focus.
– Our industry is a great space for employer branding because we’re hiring for very specialized roles, and there’s a lot to do.
One of Juuli’s key initiatives has been shifting from outbound recruitment to inbound—building visibility and awareness so candidates come to them, rather than relying heavily on agencies or headhunters.
Before adopting Storykit, she was relying mostly on static visuals and text-based posts, but in a competitive hiring landscape, that wasn’t cutting through.
– We were mostly doing static image-style stories, but it’s hard to catch job seekers’ eyes with those. There’s just so much content on social media.
They knew video had more potential, especially for social-first employer branding, but outsourcing every video to an agency wasn’t sustainable in terms of time or budget.
– I think Storykit was a perfect fit. It’s so easy to make these short videos without going to agencies every single time and paying a lot of money.
For Primetals, the most important requirement in choosing a video tool was clear: it had to support their strict branding standards. Every piece of content had to reflect the company’s visual identity—from font sizes to intro slides to logo animations.
– At Primetals Technologies, we are very strict with branding. With Storykit, we could build our own brand kit directly in the platform instead of starting from scratch every time.
Juuli worked closely with the Storykit team to set up branded templates with custom slide types, intro and outro animations, and predefined layouts—so every video starts on-brand, without extra design effort.
– Using Storykit is like working with PowerPoint slides. It’s just so easy to use.
Primetals uses Storykit across a range of recruitment and employer branding initiatives, from job promotion to global brand awareness campaigns. With only one global social media presence and stakeholders across 14+ countries, Storykit makes it easy for Juuli to keep up with the demand.
The core use case for Storykit is promoting open positions—especially for difficult-to-fill engineering and technical roles. Using a set of branded templates, Juuli can quickly turn job descriptions into short videos that capture attention on social media.
– With many open positions, having templates set up allows me to quickly tailor content for different jobs. It makes my life a lot easier, and the stakeholders are always impressed.
Beyond individual job ads, Primetals uses Storykit to run broader campaigns that promote their values, employee experience, and overall brand as an employer. These videos are designed to build long-term awareness and connect with talent across different regions.
– We’ve done employee stories, culture videos for the career site, and short videos about our company values to showcase them in a more compelling way.
A new global campaign—focused on their Employee Value Proposition (EVP) was lunched during the fall, where Primetals combined organic videos, image posts and paid ads to raise brand awareness.
– What we do is quite complex, and we still need to get people's attention and talk. about who we are. So we decided to talk about our 5 EVP pillars in a global 10 week campaign.
The results? Through the roof!
– Last year at the same time, we had decrease of 18% of website visits and only increase of 11% of applications completed, due to December usually being a slower month for employer branding, so we're really happy with the results, says Juuli.
Not all content is external. Storykit also supports internal communication by making it easy to produce videos for updates, or internal promotion.
– We have done instruction videos for employees on how to navigate our internal career site, videos to help regional HR stakeholders create analytics reports, and company news.
As a global employer branding lead, Juuli supports recruitment ambassadors across 14 countries, each with different needs and local challenges.
– When I joined the company, there wasn’t really anyone else working in employer branding. And in a global role, my biggest challenge is to present everyone's stories. Storykit has helped me a lot with that.
– When there are new templates I’ve been working on, I can send them to different stakeholders in different countries. After seeing the templates for the first time, colleagues often reach out to express interest in creating something similar for their own region. From there, it’s very quick and easy for me to deliver exactly what they need.
Primetals Technologies tailors video content for various social platforms, including LinkedIn, Instagram, and Facebook.
With Storykit, they can adjust the video dimensions for each platform with just one click.
– LinkedIn is our biggest channel, especially for white-collar talent. Facebook is more for blue-collar roles, and Instagram is what we use to reach younger audiences. One thing I really like about Storykit is how easy it is to change the format depending on where the video will be posted.
Since adopting Storykit, Primetals Technologies has transformed the way it handles recruitment and employer branding content—moving from static posts to consistent, high-quality video that performs better across platforms.
Video has proven to be more effective than static posts, especially when it comes to job promotion.
– Compared to images, videos tend to be much more compelling. There is so much content on social media, people don’t want to spend time reading long job descriptions. With a 30-second video, they already get a sense of whether they could be interested in the role.
– We know video gets better engagement, and now that we can create it more easily, we’re able to highlight more roles and get more attention on what we’re doing.
With the launch of a new career site, Juuli has been able to track the full user journey—from a video post to completed job applications.
– We posted a job from India just two days ago, and saw a huge spike in traffic to our career site. It’s really nice to see the full journey, from a candidate viewing a social media post, to visiting our career site, and completing their job application.
Storykit enables Juuli to create content quickly and support colleagues in multiple countries with minimal friction.
– I can quickly create a video and share it with stakeholders across different countries. They’re consistently impressed, and it allows us to publish content rapidly without relying on external agencies.
