Transparent payment model for financial planning To retain this expertise at WATA and attract top IT specialists from Germany to Andalusia in the long term,…
Optimization of external presentation through a complete package of workshop and website texts.
The fact that EZI Ingenieure was originally a spin-off of a university chair for structural mechanics is still part of the company’s DNA today. At two locations in Bremen and Solingen, the team combines in-depth specialist knowledge with broad practical relevance and also develops solutions for construction projects that others steer clear of. The company has made a name for itself in all areas of structural engineering, with a particular focus on bridge maintenance – and there’s no end in sight to its relevance: “In Germany, we have an aging bridge landscape,” explains Sebastian Roesler, authorized signatory and member of the management team at EZI Ingenieure . “Bridges are often 60 years old or even more, and to keep the existing road network running, all of these structures need to be recalculated, maintained, and renovated.”
These and other tasks in civil engineering make EZI Ingenieure not only a responsible guardian of the nation’s infrastructure, but also an exciting employer for talented engineers. Reaching them – and convincing them – isn’t all that easy, however. “Traditionally, our website was always responsible for customer acquisition,” explains Sebastian Roesler. “Due to the shortage of skilled workers, this focus has shifted somewhat: The main purpose of the website today is to draw the attention of young, talented engineers to us and show them what career opportunities are available.”
The website has always been of great importance to EZI engineers. However, in contrast to the perfect balance between practice and theory that every EZI construction site achieves, the strategy for the “construction site website” was less sophisticated: everyone pitched in, but there was no plan. “Until now, everyone tried to contribute to the best of their ability, but an engineer’s core competency simply lies elsewhere,” explains Sebastian Roesler. “When our website was still primarily aimed at customers, this bumpiness wasn’t so bad – we mainly posted projects. However, our careers page, which is essential for recruiting employees, was our clear weak point.”
In 2020, EZI Ingenieure sought support from Riverstate in its recruitment efforts. Based on their initial positive experiences with the recruiting collaboration, the idea of outsourcing the website copywriting to professionals was born. After the setup day, during which lead recruiter Christian Wetzler collected the required candidate profile on-site and gained a comprehensive understanding of EZI as an employer, the management team received a customized job brochure that completely impressed Sebastian Roesler and his team: “We were amazed at how well the setup day with Riverstate worked, how many results we were able to achieve in a single day, and how beautifully these results were presented on paper. This is exactly what we wanted to convey on the website, and we decided to rely on Riverstate for copywriting as well.”
EZI Ingenieure commissioned Riverstate to create the copy for its homepage, corporate page, and careers page. Once again, several hours of discussions with local decision-makers served as the basis for the company’s future online presence. This resulted in common understandings and areas of tension, as well as completely new perspectives that had never been discussed within the team before.
“It was exciting how Riverstate was able to tease out exactly where we wanted to go as a company and what we were aiming for with our website during the workshop,” says Sebastian Roesler. “With less direct methods, this level of precision would never have been achieved. It was definitely a very positive experience.”
Just a few days after the workshop, the first draft text landed in the EZI engineering team’s inbox. “In terms of content, Riverstate’s texts exactly matched what we had developed together in the workshop,” says Sebastian Roesler. “We recognized ourselves as a company in them and are completely satisfied with the result.”
With the team’s initial feedback, the team moved straight on to fine-tuning. Corrections are part of the initial draft, but to Sebastian Roesler’s great relief, further coordination was also quick and straightforward: “Sometimes you go around in circles during the fine-tuning phase, but with Riverstate, we made effective progress. I have to say that’s a really positive thing: that the feedback loops were completed in two rounds, allowing us to move towards each other in a productive way.”
In the end, the website texts were created that the entire team was happy with. “The text turned out exactly what we had hoped for,” says Sebastian Roesler. “We’re really glad we went down this path with Riverstate.”
Riverstate’s copywriting support also provided relief for the team, as creating website copy had previously often been a side hustle and bustle, often taking up free time. “These are simply things you do on the weekends alongside your normal work,” says Sebastian Roesler. “Sometimes you spend ages polishing certain areas, and when you add up all those hours, it’s a tremendous amount of work.”
The reason EZI Ingenieure intends to work with Riverstate again in the future is also due to the unique process, which combines a strategically valuable corporate workshop with high-quality copy and rapid proofreading. “After all, taking care of your own website is also a soft skill, which you might not particularly enjoy, especially as an engineer,” says Sebastian Roesler. “But with Riverstate, it’s all the more fun because you’re given a goal in mind that you can then work towards quickly and effectively.”
The EZI Ingenieure team now finally knows what it feels like to successfully complete a difficult construction project on their own website. With a newly sleek homepage, a comprehensive company profile, and a careers page that finally clearly showcases EZI Ingenieure’s strengths, Sebastian Roesler is looking ahead with confidence despite the shortage of skilled workers: “It is and remains a difficult market, but I believe that we have significantly improved our chances with Riverstate’s new website.”
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