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How to Attract and Convert Trainees

March 10, 2022 Recruitment

NCC is one of the leading construction companies in the Nordics, with over 13,000 employees. We have had the pleasure of working with them for the last  3 years.

Our goal? 

Every year, NCC recruits trainees for their two master’s programs: Master Traineeprogram & Kandidat Traineeprogram. Our goal with this project was to generate leads for the NCC Traineeprograms. 

How we did it?

We implemented our ZmashBot solution to guide, match and gather insights based on data-driven conversations. We also started social media marketing, which is the most effective tool to ensure both awareness and conversions.

But let’s start with the story about the chatbot.

When the chatbot pops up on NCC student pages, we wanted the process to be user-friendly and easy for users to see if they are qualified for any of NCC’s traineeships. By answering a few background questions, the chatbot either directs the potential candidates to the Master trainee program or to the Kandidat trainee program. From there it gathers information about education and skills. If the candidate qualifies, it takes the applicant’s information such as their name, email and LinkedIn profile. If they don’t qualify for the current year’s traineeships but could potentially qualify for next years, they are saved as leads for the future traineeprograms. It also gives them an option to look at other entry points, like how to apply for a summer job, internship or school project. Pretty cool, right? 😎

The bot at NCC still takes applications for upcoming traineeships even if the application process is closed. Meaning, they have more candidates lined up for the future. Converting and nurturing candidates all year long saves NCC money & time. Instead of having a campaign for 1-2 months every year, they ensure a steady flow of incoming applications throughout the year.


Throughout this process we saw that there were a few frequently asked questions, so we added them in the menu bar as an option when you start the conversation, making it easier for the candidate to find answers right away and saving NCC time. We also have quick reply buttons (prefilled answers) that are more mobile friendly and easy to use. 


These features are all good for the candidates, but the chatbot also provides the following benefits for recruiters:

✔️ More qualified candidates, meaning you don’t have to go through unqualified candidate applications.

✔️ Required qualifications, for example someone with 5+ years of experience, or someone from the north part of Sweden.

✔️ By asking research questions that are integrated with our chatbot, you gain insights in how you are perceived as an employer.

 ✔️ If you are a company that plans to hire in the future, you can build a talent pool. Get our Zmashbot on your page, and start collecting candidates. You can collect candidates throughout the whole year, so when the time comes to hire, you have plenty of candidates to choose from.

 ✔️ By integrating our chatbot with your ATS, you’ll get a full candidate card right in your ATS. This is simple to implement and you can access and email the candidates right away.

So, what do people say that have interacted with our bot?

“It feels like a new, innovative way of job applications. I thought it felt more personal than a normal survey and the questions were well formulated, I’m impressed as a user!”

Want to know more about us or the project? Contact us!

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