A strong employer brand of today

How do you show that working for a municipality is more than policy and processes? The Municipality of Veenendaal wanted to profile itself more strongly as an employer. There was a need for a clear positioning, a recognisable style and a story that is distinctive. The question: help us build an employer brand that matches who we are and that attracts the right people.

We started with the basics. Not a campaign from above, but one that grows from within. Through sessions with employees, HR and communication, and a survey among 183 colleagues, we found out what makes Veenendaal special as an employer. We translated these insights into a sharp EVP, a recognisable tone of voice and a fresh visual style.

This was followed by the creative concept: “Veenendaal works for you.” A promise with a double meaning, in which you can feel the balance between meaningful work and space for yourself. Not either/or, but and/and. You work for your city and for your family. For your ambitions and your own development.

From this foundation, we built an ongoing campaign. With real colleagues in the picture. In copy, photography and video. The campaign is alive on the street and online, but also within the organization. Through a campaign newspaper, LinkedIn toolkit and internal activation, employees themselves are the face of the story.

The campaign has just started and stands out. The brand story is clear, the style stands out and employees feel represented. Thanks to the broad internal activation, colleagues feel owners of the story and share it proudly.

And with this foundation, the employer brand continues to grow. Through the broad rollout - via social media, shelters, local media and internal resources - Veenendaal reaches both new colleagues and its own residents.

A campaign fueled by pride from within!