Transformation du processus de commande pour une prise de commande 100 % digitale

The creative concept is 'Zinhoud'. UWV offers meaningful, challenging and rewarding work. Work that you know is making a difference. This campaign should make it clear — both for the working population and job seekers in the Netherlands — that UWV is an interesting employer with challenging jobs.

The employer branding campaign positions UWV as an attractive employer while ensuring a constant flow of potential candidates for specific disciplines and vacancies.

The campaign operates on 3 layers:

1. The 'touch layer' that focuses on working people and job seekers in the Netherlands. The campaign is aimed at a broad target group (all genders, all educational levels, ages between 25 and 54 years) where we profile UWV as an attractive employer;

2. The 'tell layer' that uses concrete evidence to focus on a number of specific fields: ICT, SMZ (socio-medical), digital services;

3. The 'sell layer' that puts defined functions in the spotlight (job marketing).

For the touch and tell layer, iO not only developed videos, photography, articles, and infographics, but also offline assets (print, conference materials) with beautiful, inspiring, and authentic stories from employees in the organisation. We translated this into content for the external (paid) campaign: online videos (YouTube pre-rolls) and social (Facebook, Instagram, and LinkedIn).

For the sell layer, iO advised on the use of vacancy texts. For the internal campaign, iO created a film, posters, screensavers, and stories of employees with their meaningful content on the intranet.