Working At
EDSN

Background

EDSN plays a key role within the Dutch energy chain and works daily on a future-proof energy system. The organisation's growth and the changing labour market created the need to update the employer story and communicate it more consistently to current and potential employees.

Challenge

The existing employer brand proposition offered insufficient focus and distinction to be translated into a powerful employer brand film. The challenge lay not only in creating content, but especially in sharpening the EVP:
 Why do people work at EDSN? What makes this organisation unique? And what promise do we make to different target groups?

In addition, the film had to function at an awareness level (AIDA - Awareness) and resonate broadly with diverse audiences, such as IT, data, business and energy specialists.

Approach

Together with EDSN, we first of all developed the Employer Value Proposition sharpened. Through internal sessions, interviews and analysis of target groups, EDSN's core values, drivers and differentiators were clearly formulated. This sharpened EVP formed the strategic foundation for the employer brand film.

Based on this, an overarching film was developed that:

  • highlighted the social importance of EDSN
  • shows how collaboration and expertise come together
  • matches the intrinsic motivation of different target groups

The film is deliberately not job-specific, but designed as a long-term content asset that can be used within multiple campaigns and phases of the candidate journey.

Result

Because the employer brand film is based directly on a clear and supported EVP, the story resonated strongly with the target audience. This translated into clear campaign results:

  • +45% increase in brand awareness among relevant target groups
  • Average viewing time of 65% (well above benchmark for employer branding videos)
  • CTR of 1.4% on awareness campaigns
  • Clear increase in qualitative website traffic to the work-at-home environment

The film now forms the basis of EDSN's labour market communication and provides a solid foundation on which to build targeted recruitment and target group campaigns in the coming years. As a result, EDSN is recognisable, consistent and attractively positioned as an employer.