Employer branding campaign
Care organization QuaRijn, supported by 1,200 paid employees and 600 volunteers in the Netherlands, was looking for a way to attract new talent to the field of elderly care.
Their request? An employer branding campaign. But not just any campaign, one that would truly resonate and stand out, including with current team members.
Truly doing things differently
Our creative team had one mission: it had to be different, really different. The tone of voice, the visual language, the whole picture. We agreed that we either wanted to score 100 points with the creative concept, or with our tail between our legs out the door. But not in between. Because in today's job market, there are already so many campaigns, especially in healthcare. So things had to be different. And it became different.
The 'why' at the center
We took a close look at the job descriptions and saw a huge opportunity. Because it’s not just QuaRijn looking for new employees, it’s the elderly who are looking for someone to help them, listen to them, chat with them, care for them. That insight shaped our strategy. We chose to lead with the softer side of the profession, the deeper, human motivation that drives people to choose this line of work.
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The voice of the elderly
Based on the needs of the elderly, we gave them a voice in the campaign. Will you be my listening champion? My lucky guy? My heart warmer? The visuals ensured that the campaign is engaging and has a nice, emotional charge. And the healthcare professionals? They responded massively to the campaign!
These three effectmakers delivered that extra spark that made the difference!
Ready to strengthen your employer brand?
Looking for a recruitment campaign that truly connects?
Reach out to Marlous for a campaign that makes an impact.
Email her at marlous@effectgroep.nl.
