Employer branding campaign
Colleagues who love what they do
At Amstelring, more than 4,000 dedicated and passionate professionals go above and beyond every day, providing care with love and attention to clients living across 23 residential locations in the Amsterdam area.
Amstelring came to us with a meaningful communication challenge: to create a new employer branding campaign.
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Short on hands
As strong as the passion for the profession may be, so is the shortage of qualified staff. To help turn the tide, Amstelring needed a compelling employer branding campaign—one that not only attracts new talent but also boosts satisfaction among current employees. The focus? The Amsterdam region, where many competitors are fishing in the same talent pool.
Your own identity
A substantive session with a large group of healthcare workers gave us insight into the unique, distinctive character of Amstelring. In addition, we also looked at the competitors and delved into the personas. Amstelring has no less than 23 houses, each with their own identity, their couleur locale as they describe it beautifully themselves. And that's exactly where we saw the creative hook for the campaign. Give color to healthcare too!
At the barricade
The campaign slogan was born. In the visual development, we involved care workers and residents of Amstelring houses. Together, they made a colorful statement, with strength, pride and passion. We made images with different personas, different colors and various text variations that can be used on multiple channels.
By the way, participating in the campaign also created a lot of engagement and support among employees. And that's important, because starting inside is winning outside!
Everyone an ambassador
Both the test panel and Amstelring's healthcare staff are proud of the campaign and stand behind it like a rock. Over a period of 9 months, the campaign was rolled out in various flights in the Amsterdam, Almere, Purmerend and Hoofddorp region. With a strong focus on online, but also out of home expressions, boomerang cards, and very special: all houses and employees are enthusiastic campaign ambassadors and have received their own recruitment package.
A great result: the campaign has been declared by Werf& campaign of the week!
These effectmakers provided just that little bit extra!
Need a vibrant employer branding campaign?
Marlous is here to help and ready to answer all your questions. Reach out to her at marlous@effectgroep.nl.
