How do you spark young people’s interest in careers they may never have considered? Together with Jobba Grönt, United Influencers partnered with a TikTok creator to make the landscaping profession more tangible and inspiring. The campaign uses humour, sketches and a day out in the workplace to show how influencer marketing can help raise awareness of future career opportunities.

INSPIRING THE NEXT GENERATION
The landscaping industry needs to attract the next generation of skilled workers to meet future skills needs. At the same time, practical professions risk being overlooked, as young people are not always aware of the career opportunities available. Raising awareness of these professions and making them more relevant to young people’s everyday lives is therefore an important step towards inspiring more of them to discover new career paths.

This is the starting point for Jobba Grönt, which works to inspire more young people to explore education and careers within the green industries. Together with United Influencers, they wanted to spark interest in the landscaping profession through a format that aligns with the target audience’s media habits.

Creator Hampus Lundgren spent a day at a workplace to experience first-hand what it is like to work as a landscaper. His experience gave the campaign an opportunity to show what the profession actually looks like in practice, rather than simply describing it through facts and information.

HOW TO TIKTOK
To reach the young target audience, United Influencers and Jobba Grönt chose TikTok as their channel. The platform’s short-form video format allows for creativity, humour and storytelling that can make even lesser-known professions interesting to discover.

The campaign resulted in three TikTok videos built around humour and sketches. United Influencers was on site during filming and helped execute the concept. The client also produced its own content and received the rights to use the videos in paid advertising, further extending the campaign’s reach.

Watch one of the videos here.

The combination of the creator’s personal experience and an entertaining format made it possible to highlight the profession in a way that suits both the platform and the target audience.

INFLUENCER MARKETING THAT CONTRIBUTES TO SOMETHING BIGGER
Influencer marketing is often associated with products, services and brand building. However, creator-led content can also be used to highlight issues of social relevance and inspire people to discover new opportunities.

When a creator gets to try a profession for themselves, the communication becomes more tangible and personal. This creates an entry point into the subject that can spark curiosity among people who might not otherwise have sought out information about the industry.

“Our goal is to inspire more young people to discover the opportunities within the green industries and consider a future in the sector. With the help of creators and content that feels relevant to the target audience, we can spark curiosity and make these professions more visible to the next generation”.
- Anna Ross, Project Manager, Jobba Grönt

FROM STRATEGY TO CONTENT WITH UNITED INFLUENCERS
“A successful influencer marketing campaign is built on a clear strategy in which creator selection, content and channel strategy work together to support the campaign’s purpose and target audience. It is about identifying the right profiles based on audience data, tone of voice and engagement, and developing a concept that creates relevance and resonates with the target audience”.
- Frida, Senior Commercial Lead, United Influencers

United Influencers helps companies and organisations develop and execute influencer marketing campaigns, from creator selection and concept development to production and project management. In the collaboration with Jobba Grönt, the focus has been on making the landscaping profession more visible through creator-led TikTok content.

The campaign demonstrates how social media can be used to raise awareness of future career choices and give young people a more tangible understanding of the opportunities available. With a clear idea and the right creative approach, influencer marketing can become a tool for both brand building and communication with a broader social purpose.

Learn more about Jobba Grönt here.

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