Working At
Background
At ZorgSpectrum, personal attention, loving care and professionalism are at the heart of everything we do. We aim to be a community of people with a big heart for care, who are committed to the needs of clients, but also to each other. Zorgspectrum is looking for flex employees to join the team. There was a desire to create authentic portraits that reflect how beautiful the work is at Zorgspectrum.
Challenge
The biggest challenge was to convey the real experience of working at ZorgSpectrum, without falling into standard recruitment campaigns. How do you show what it feels like to work in care with love and attention? Moreover, the campaign not only had to appeal to potential flex workers, but also make existing employees feel proud of their work and their organisation.
Approach
We chose a sincere, documentary style. Instead of actors or directed scenes, we followed real employees during their daily work.
We captured moments that touch: a warm smile, a hand on a shoulder, a quiet moment of connection. Each portrait was supported by personal quotes or short stories, in which employees told what makes their work special. The content is distributed via social media, the werkenbij site and internal channels to create support both externally and internally.
Result
The portraits struck a chord. Colleagues felt seen and recognised, which created a greater internal sense of pride and commitment. Externally, the campaign led to an increase in the number of applications of flex workers and improved the employer brand. The images continue to be actively used in recruitment communications and have created a recognisable, human image of ZorgSpectrum as an employer. The campaign is currently running.
