Leadership in the spotlight

Unfortunately, improving the organizational culture is not a priority for every organization, even though it is something that everyone deserves and pays for themselves in return. Time to speak to more organizations!

Great Place To Work asked effect group* to develop a surprising campaign that increases Great Place To Work's brand awareness among a wider audience. With the aim to inspire this audience and to provide insight that Great Place To Work offers support during the journey to become a good employer. Because trust is the strategy that works anytime, anywhere.

Our approach? Start with the core: making CEOs aware of the importance of a positive work culture.

As CEO, you strive for success, growth and future-proofing. Achieving these goals requires continued self-development and effective leadership. That's why we developed a campaign focused on new leadership to inspire CEOs to work on good employment and thus good leadership. Because how do you ensure that you are still successful in the next decade? CEOs must keep inventing themselves to be able to lead the next generation as well. And for that, you need insight into what is going on in your organization. The campaign revolved around the crucial question: “Want to know what's really going on?”

Inspiring stories from four CEOs who wanted to understand what was really going on among their colleagues were at the center of the campaign. They shared how they used the Trust Index™ employee survey results as a starting point, what journey they've made, and what the first results are.

The campaign highlighted various current themes based on these stories. Topics such as integrating diverse organizational cultures, dealing with change, vitality and balance, and stimulating employee engagement in a complex organizational structure were covered.

Testimonials served as a powerful tool to inspire a wider target group. Sharing real experiences through interviews, catchy quotes and a sharp campaign page brought great results.

The three-month LinkedIn campaign reached impressive numbers with more than 815,000 views, 1700 clicks on ads, and 1,300 visits to the campaign page, with an average reading time of 4 minutes. Results above the benchmark! The message will be continued in the coming year with a retargeting campaign.

Great Place To Work measures the culture of organizations through trust, pride, and fun. This data is measured with the Trust Index employee survey (100% based on employee feedback). The results are essential for insight into your performance as an employer.

The results of the Trust Index employee survey provide an organization with concrete leads to improving their organizational culture, leading to better results, sales growth and innovation. In addition, Great Place To Work recognizes good employment with certification and the annual list of Best Workplaces in the Netherlands, which shows that you are a good employer as an organization.