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Zhanatas: Recruitment Campaign for EuroChem's New Industrial Plant
Attracting skilled workers with industrial experience
Objectives:
— Build awareness of EuroChem’s new sulfuric acid plant in Zhanatas
— Generate applications from qualified professionals (process operators, mechanics, technicians, engineers)
— Shape simple and clear messaging for a working-class industrial audience
— Execute a mixed-media campaign through outdoor and local digital channels
Togzhan Askhat
PR Manager
“This campaign wasn’t about just filling vacancies — it was about building trust in a new plant. We focused on clear, respectful messaging that resonated with real people, not just HR metrics. Industrial workers don’t respond to buzzwords — they respond to sincerity.”