Nokia

Three standout metrics

150,000+

page views across platform

800

candidate-to-employee discussions

450

authentic questions and answers

The voice of the customer

“Candidates use PageUp because they want to have a direct line of communication and a conversation with our employees on company culture, life and work at Nokia, career tips and development. It’s a two-way conversation vs a one-way input.”

Sandrine Halleux, Global Social Employer Brand Lead, Nokia

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What wasn’t working

Nokia is a telecoms giant that has been highly regarded for decades, both as a successful business and employer. But despite strong brand awareness, talent sometimes had a limited perspective of Nokia’s business beyond mobile phones.

In fact, Nokia’s stated purpose is “to create technology that helps the world act together” through 5G network infrastructures, climate solutions and digital transformation. Delivering on this requires diverse talent around the world, but the talent acquisition team faced several challenges:

Candidates had limited understanding of Nokia’s scope beyond mobile phones, and were particularly unclear on Nokia’s expertise in 5G infrastructure;
The candidate experience needed optimizing from initial awareness through to onboarding;
No way to showcase diverse talent and demonstrate that inclusion is a core part of Nokia’s culture, not just corporate messaging.

The turning point

Sandrine Halleux, Global Social Employer Brand Lead, knew Nokia needed to take a culture-first approach. They wanted to use employee advocacy and employee-generated content to position them as employer of choice.

They partnered with PageUp to build an engaging candidate experience, grounded in employee advocacy and authentic connections with real Nokia employees.

The shift began in three phases:

Selecting employee advocates strategically

Nokia selected and trained fifteen employee ambassadors from diverse backgrounds to represent the organisationorganization, including harder-to-fill roles.
Creating continuous engagement

Integrating PageUp onto their careers site allowed candidates to connect with employee ambassadors 24/7, creating employee-generated content continuously.
Showcasing diversity and inclusion

Putting stories from female and BAME employees up front demonstrated Nokia’s inclusive culture, where diverse teams turn ideas into innovation.

The solution in action

Nokia successfully transcended their association with mobile phones, improved candidate perception, reduced recruitment costs and nurtured new talent pipelines using PageUp.

Key initiatives included:

Always-on candidate-to-employee discussions

Nearly 800 candidate questions answered with over 2,000 employee responses created authentic, persuasive content. One stand-out conversation “What is it like to be a woman engineer at Nokia?” gained 2,100+ views.
Live Chat events on key topics

Nokia used PageUp’s Live Chat functionality to host four events, including industry-specific topics like “Working with world speed record-breaking 5G technology in Nokia.
User-generated content pipeline

Content generated on the PageUp platform content is repurposed for use in job adverts, regular re-engagement emails and social media posts.
Major boost to SEO

The constant content updates boost SEO. “What is it like to be a woman engineer at Nokia?” shows as top suggestion when searching “woman engineer Nokia” out of 1 million+ results.
Automated re-engagement emails

Emails targeting candidates with relevant content based on platform activity generate 56% open rates and 34% click-through rates, significantly higher than industry average.

The impact

Hard ROI

150,000+ page views since 2019
40,000+ unique users visited platform
72% of candidates said their impression of Nokia improved
56% email open rate (above industry average)

Soft ROI

Top Google ranking for diversity-related searches drives organic traffic.
Better candidate experience from awareness through to onboarding.
92% of candidates voted employee advocacy content helpful.
Reduced recruiting costs through proactively nurturing and engaging candidates.

What surprised us the most

“This enables candidates to ask specific questions they have on their mind and then allows us to re-leverage and repurpose that content. We utiliseutilize Live Chat events to further this goal, generating high-quality discussions for future candidates to benefit from when browsing the platform.”

Sandrine Halleux, Global Social Employer Brand Lead, Nokia