Labour market campaign

Because just as great as the love for the profession is the shortage of suitable staff. To change this, there was a need for an engaging labour market campaign that reduces staff shortages. On the one hand, by attracting new staff, but also by increasing satisfaction among current staff. The campaign was supposed to focus mainly on the Amsterdam region, an area where many competitors are fishing in the same labour market pond.

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 local color as they describe it beautifully themselves. And that's exactly where we saw the creative hook for the campaign. Give color to healthcare too!

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!

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!