Case study
Equans
Technical & Multi-technical Services, Employer Branding, TikTok, META, LinkedIn, Belgium, Multi-platform, Bilingual FR/NL
By taking over the complete social media strategy for Equans Belgium, Socialsky transformed underutilized platforms into a true Employer Branding showcase: 7.4 million views on TikTok, 1.9 million interactions on META, 115,000 engagements on LinkedIn and nearly 800 applications generated in 2025 - with content rooted in field authenticity, not corporate messaging.
Context
Equans is one of Belgium's leaders in multi-technical services: electricity, HVAC, automation, energy. A group that works on large-scale national projects, trains hundreds of technicians and actively participates in the country's energy transition. On paper, a great story. On social media, a story still too rarely told.
Socialsky is tasked with building a strategic social media presence around a central objective: make Equans "an employer of choice" on the Belgian market, by attracting young talent and more women to technical trades often unknown or poorly perceived.
Challenge
In the technical sector, social media is particularly complex terrain for employer brands: the young audience immediately skips overly institutional or "HR announcement" content. The challenges were multiple:
- Humanize invisible professions: make people feel what it's really like to work on an Equans job site, in passionate teams, on meaningful projects.
- Attract underrepresented profiles: reach young graduates and women in a male-dominated sector, without falling into forced messaging.
- Maintain bilingual FR/NL consistency across all platforms, on a fragmented Belgian audience.
- Align organic content with targeted recruitment campaigns by trade, to transform awareness into concrete applications.
Solution
Socialsky structured the strategy around a central principle: show Equans as it really is, from job sites and work locations, with the real people who work there.
- An Always-On multi-platform strategy: TikTok to reach young talent with native formats and trends adapted to the sector, META for reach and engagement, LinkedIn to establish employer credibility with more experienced profiles.
- A creative formula proven in the field: immediate hook, visible authenticity, reason to watch to the end. The best content is where employees are in their natural element - in PPE, in a tunnel, on a roof - and where you can see they love what they do.
- Real-time trend exploitation: in the 5 days before each shoot, identify and adapt current TikTok trends to the Equans universe. Result: Trending content is systematically the most performant in reach.
- An inclusive and bilingual device: approximately 40% of content features women, to concretely embody the diversity ambition rather than just state it.
- TopJobs campaigns in funnel by trade: TOFU-MOFU-BOFU approach for each priority position (refrigeration technician, automation engineer, HVAC, maintenance mechanic...), in direct synergy with the most performant organic content.
Results
In 2025, Equans established itself as a credible, engaging and performant social media presence in the Belgian technical sector.
7,4M
TikTok - Views
32K (+700%)
TikTok - Interactions
1,9M (+163%)
META - Interactions
115K (+1 050%)
LinkedIn - Engagements
~800
Applications generated