Misconceptions In Engineering – A Forefront Employer Branding Campaign Challenging Engineering

Technoelectric, a leading Romanian company that integrates systems for refrigeration installation automation, launches “Misconceptions in Engineering”, an unconventional employer branding campaign aiming to challenge stereotypes related to professionals who chose a career in a technical domain.

Renowned research companies like McKinsey released several studies in the last years highlighting misconceptions related to professionals working in IT, engineering, or automotive. These stereotypes include the general belief that only men are suitable to work in these domains or that engineers are introverts with no passions, relationship skills, or social life. Other stereotypes draw attention to the assumption that engineers do not like outdoor activities, have a very low-risk resilience, or lack creativity. Therefore, through the “Misconceptions in Engineering” campaign we endeavored to challenge these ideas rooted in the collective consciousness and reveal that working in a technical field means being an active, sociable person with diverse passions and unique stories.

“I strongly believe that working as an engineer in a tech company like Technoelectric brings great opportunities and enlightening professional experiences. Since 1994, when the company was created, I had the privilege of knowing thousands of engineers and learning about their exceptional life stories, incredible professional growth, and surprising passions. If you take aside the stereotypes, you have the privilege of discovering that the reality is significantly different. Therefore, throughout this campaign, we aspirated to dismantle the misconceptions and uncover who really engineers are, what inspires them, and what gives them the energy to be better people and professionals,” says Valter Laurențiu Carp, General Manager of Technoelectric.

The ”Misconceptions in Engineering” campaign continues the #PeopleOfTechnoelectric campaign from 2021 that aimed to bring into the spotlight the people who are part of Technoelectric’s team by highlighting their brilliant achievements, admirable professional journey, and authentic personal stories. Through dedicated videos and images, several team members from different departments shared, in an informal setting, what means for them to work in Technoelectric, how the company innovates the industry or the participative approach of the organizational culture. The umbrella concept of the two campaigns is based on company values: people are the most important and must be valued because they represent the driving force behind the organization’s growth.

Technoelectric is a leading company with Romanian capital established in 1994 that integrates refrigeration installations systems automation. Since 2010, the company became international due to complex automation projects implemented across the Middle East (Lebanon, Qatar, the United Arab Emirates, Saudi Arabia) and Western European countries, including Italy, France, the Netherlands, and the United Kingdom.