Van Oers is growing rapidly. In size, in specializations, and in its societal role. However, the brand and the employer brand did not grow along with it automatically. That is why, a few years ago, Van Oers, together with ZUID, sharpened the brand with a strategic realignment and complete rebranding. To be attractive to clients and to retain talent, the employer brand also needed an overhaul. Primarily so that the external image evolves in line with the internal experience. This resulted in a distinctive employer brand that ensures recruitment and retention run smoothly.
Accountancy and consultancy firm Van Oers expanded with new teams, expertise, and locations. Growth brought fragmentation: the label structure within the brand no longer aligned with who the organization was: one collaborative Van Oers. Together with ZUID, the brand strategy was redefined, resulting in a new positioning, tagline, visual identity, and Culture Deck. The highlight was a grand internal launch in the theater. This created a brand that is alive internally, recognizable externally, and ready for the future.
However: that renewed brand and business growth also require recruiting new talent. And retaining existing staff. And the supply of new talent in the accountancy world happens to be complicated. Good people are highly sought after… In addition to a strong brand, an attractive, future-proof employer brand also had to be built.
ZUID started from the inside. Using the Culture Deck, we worked with HR and others to create a comprehensive picture of shared values, beliefs, and culture. In doing so, we uncovered what Van Oers had long been, to showcase it later in a surprising way. By surprising, we mean: different from competitors, because Van Oers is indeed different and has the guts to show it. The core team's choice of concept confirmed this once again.
We presented the concept to the Management Team together and could count on enthusiasm there as well. The employer branding campaign ‘Pak je voort’ (Get your head start), aligning with the tagline ‘Onderneem met voort’ (Entrepreneurship with a head start), was ready to launch. The result: a very refreshing campaign that breaks with everything you see in marketing in this industry. And a great deal of enthusiasm from colleagues (and a partner) who ventured onto custom Van Oers roller skates to make the AI-developed visual concept 100% human.
Redefining and highlighting your brand requires a lot from an organization. There must be support for it on all fronts so that the renewal feels like an improvement to every stakeholder. That is why we worked in sprints for the brand and work brand, which we subsequently presented to the executive level with the core team. In this way, we collaborated as a team, based on mutual trust. As a result, the innovative energy that lives just as much at Van Oers as at ZUID resonates optimally in the brand and work brand. This makes the result far beyond the unexpected.
Do you also want to build an employer brand that gives direction to the future of your organization? Experience the ZUID effect.
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