OEC starts communication on social media by focusing on dialogue with youth

To establish a stronger connection with students and young professionals, Odebrecht Engineering & Construction (OEC) launched today (September 10), its own channels on social media, an engineering blog and a new website.

The task of planning and creating the social networks was carried out by the agency CDN Comunicação. To ensure global alignment of OEC’s digital presence, the agency also organized workshops with communicators working outside Brazil and produced guides and manuals to guide the concepts, visual identities and content, all with the brand’s “voice”. The new corporate portal (www.odebrechtengenharia.com) was designed by Sirius Interativa.

Joining Facebook and Twitter for the first time in Brazil, OEC, which is used to innovating in construction sites, will strive to stand out in the social media universe through creative and compelling content about the world of engineering through simple and direct dialogue. The goal is to create narratives that evoke interest by the relevance of subjects and demonstrate the company’s new positioning: commitment to transparency, ethics and a legacy of technical quality. For this, one of the company’s strategies is to keep institutional content preferably in the background. The posts will contain factual information about happenings at sites, news about the company, innovation, engineering in our daily lives, interesting facts and major inspiring projects in Brazil and abroad.

Among the “dream companies” of youth

Odebrecht was ranked 5th among the 100 companies that Brazilian students dream about working for, according to a survey conducted by the consulting firm Universum in 2018. A total of 14,582 students participated in this year’s survey, 11.89% of whom chose Odebrecht as the most attractive employer. The company was behind only Petrobras, Google, the Federal Government and Ambev.

This interest is also reflected in the hiring initiatives. “The 2018 Vacation Internship Program received applications from around 57,000 candidates in a little more than two weeks,” says Rodrigo Vilar, Director of Corporate Marketing at OEC. “Such interest and attention from young professionals signaled to us the importance of intensifying the relationship through networks, an initiative that will enable us to attract other strategic stakeholders as well,” pointed out Vilar.

New Channels

The principal highlight of the site will be the OEC blog. “The idea is to work with fun content and lists, a sort of ‘Buzzfeed’ of the universe of engineering,” explains Vilar. The channel will bring interesting facts about the field of engineering such as amazing projects, unusual materials that can be used in construction, animal engineers and pioneering women in engineering.

As for the Facebook page of the company, which operates in 16 countries, the idea is to adopt a smart global page that redirects the user to an active local page, if available, as is the case with OEC operations in Angola, Argentina, Colombia, Ecuador, Ghana, Mozambique, Panama, Peru and the Dominican Republic – a universe that has approximately 450,000 followers. “It’s the Brazilian operation that is making its debut on Facebook and we’re taking this opportunity to give more uniformity to the content and visual identity of fan pages in other markets. All this without sacrificing proximity, maintaining the autonomy of local communication teams regarding content management and interaction with users,” explains Vilar.

Twitter (@oec_br), also considered in the company’s strategy for its interactive and objective profile, will be an important tool for communication with opinion makers, besides being strategic for monitoring purposes. OEC seeks to have an active presence on the platform.

In addition to creative and inspirational content, OEC will adopt a lighter visual identity in its social media, giving prominence to the complementary colors of the brand.

New website of Odebrecht Engenharia & Construção – http://www.odebrechtengenharia.com/en

Website OEC: http://odebrechtengenharia.com/en
Blog OEC World: http://www.odebrechtengenharia.com/mundooec/en
Facebook: https://www.facebook.com/oec.br/
Twitter: https://twitter.com/oec_br