How NS is engaging future train engineers with interactive storytelling
De Nederlandse Spoorwegen (Dutch Railways) wants to attract more students to the TechniekFabriek, their training centre for future train engineers. Instead of relying on static pages and traditional recruitment materials, they tried something new: an interactive, video-based story that brings the world of train technology to life. And it’s working.
Main goal: Inform
Secondary goal: Engage
Challenge
Recruiting students for a technical training programme like the TechniekFabriek isn’t easy when the shortage of technical skilled is increasing rapidly and at first glance the subject matter can seem abstract or old-fashioned. NS needed a new way to show that train technology is not only relevant, but actually exciting. The aim: to inform and inspire, and ideally, nudge students toward applying.
Solution
Using Intractive, NS turned their existing TechniekFabriek webpage into a dynamic, interactive recruitment story. Their central theme? “What makes train technique cool.” The story mixes video and quiz-style interaction to help students discover what makes this field so interesting. Real NS students explain everything from course content and internships to what it’s actually like to work as a train engineer. Each storyline branch ends in a clear call to action, inviting viewers to learn more or enrol.
Implementation
The story is featured directly on the NS website as a complement, and in some cases, an alternative to traditional content. It’s also used in recruitment campaigns and events via QR codes, posters, and LinkedIn.
Results
With over 900 engaged sessions and more than 130 outbound clicks, the interactive story has succeeded in reaching and activating a younger audience. Students are clicking through, spending time with the content, and gaining a much clearer picture of what the TechniekFabriek is all about.
“Intractive is very easy and actually fun to work with, I was able to create a mini story for an event within an hour.”
Upcoming
Following the success of this initial story, NS expanded their use of interactive content throughout their recruitment process. They developed a matching quiz that helps candidates discover whether they're better suited to become a conductor or train driver, along with interactive stories that guide applicants through each stage of the recruitment journey.
