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This is the time
upsurge
and PS
people reached
6,000,000+
Industrie
Think...
AI Summary for:
Working at CZ; who wouldn't want to? ZUID put the brand on the map as an attractive employer in the south of the Netherlands where you where you enjoy your work every day and feel motivated. Many people knew CZ as a health insurer, but not necessarily as an employer. We changed that by expanding the well-known pay-off “Zorg die verder gaat” to “Samen brengen we de zorg verder”. This was the starting point on which we built a complete employer branding strategy, a communication plan, and various campaigns. As a result, the employer brand fits seamlessly with the strong B2C brand, making CZ well known as an employer in Tilburg and far beyond.
This was the status quo
CZ is an established name with a rock-solid mission and a committed team. The organisation therefore has everything it needs to be a top player in the labor market, but that attractive working environment was not yet sufficiently visible to the outside world. It was difficult to recruit the right people, especially for IT, Data and Healthcare Procurement.
In an overheated market, we therefore sought for the right tools to transform existing authority into an inviting proposition for specific talent. It was time to translate the familiar course into a new strategy, so that the outside matched the inside.
From ambition to result
We defined a route that builds on CZ's values. With the concept “Together we take care further”, we summarised the vision in a clear calling card. Based on an employer brand strategy process, with an EVP and a clear one-page strategy as the outcome. This became the foundation that reveals CZ's unique culture and gives direction to the future. This was followed by:
- an employer brand campaign concept: a design-copy combination that sticks and can be used in various ways
- video and photography for various campaigns and the creers website
- multi-phase campaigns: through see-think-do campaigns for social, outdoor and DOOH (digital out of home), we brought depth and persuasiveness to the communication, targeting scarce professional groups
- strategic five-year plan: a roadmap for structural online growth.
The result is more visibility for CZ as the great employer they are, and more specifically: a significant increase in visitors to the careers website (from campaigns) and a substantial increase in recruitment return from existing budgets, namely an increase of 144%.
Beyond the Unexpected
As a partner of CZ, we were able to stretch the familiar brand frameworks to make room for a new employer image. The collaboration proves what happens when you combine a solid foundation with the guts to think differently. Together, we set in motion a lasting movement that the entire organisation can build on.
That's the ZUID-effect.
Showcase upshot
Tailored customer team
6 million
People reached
+144%
Recruitment return
1
Five-Year Strategic Plan
50+ in-house marketing experts are ready
Beyond the unexpected
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