Port of Antwerp-Bruges unites more than 1,400 companies, but persistent misconceptions kept candidates at bay. Together, we developed an omnichannel employer branding campaign to reposition port work. We launched Havenjobs.com as the go-to destination for port vacancies. The campaign reached more than two million people in Flanders and generated 4.6 million fully viewed videos at just €0.02 per view.
Omnichannel campaign via social, video, OOH and transit advertising
Strategic storytelling to shift the perception of an entire sector
Creative concept with distinctive "port giants" as visual identity
Multi-stakeholder collaboration connecting 1,400 companies across two ports
From naming to launch: end-to-end brand and campaign development
The challenge
Attracting talent to an incredibly diverse sector by tackling the negative perception that kept port jobs invisible.
The solution
An omnichannel employer branding campaign built on strong storytelling, a striking visual identity and multimedia deployment to make Havenjobs.com the go-to destination for port work.
Port of Antwerp-Bruges x iO: repositioning the port as an attractive employer
Port of Antwerp-Bruges is Belgium's economic engine, connecting global trade with local industry. Together with VDAB and partners in Antwerp and Zeebrugge, the port took the initiative for Havenjobs.com: a platform that centralises port vacancies and stimulates regional employment.
We are their strategic partner for brand positioning and campaign activation. Our collaboration goes beyond individual projects: we help the port communicate its value proposition to new generations of workers. This case highlights one chapter of that ongoing partnership.
How do you attract talent to a sector with an image problem?
Research by VDAB, the Province of Antwerp and Port of Antwerp-Bruges revealed a fundamental problem: people simply did not know what port jobs looked like in 2023. The image of heavy labour and dock work persisted. The reality? Pharma, tech, logistics, finance and engineering. This perception gap meant the most attractive sectors were literally hiding in plain sight at the port.
The strategic challenge was not filling vacancies. It was changing mindsets. Before candidates would consider port jobs, they needed to see the port differently. That insight shaped every decision that followed.
How do you build an employer brand from scratch?
Havenjobs.com needed an identity that could unite 1,400+ companies across two ports, multiple sectors and diverse job profiles. We started with the fundamentals: naming, positioning and storytelling.
Our strategic message crystallised around one insight: today's workers want impact, and the port delivers. The port brings Belgium's most dynamic sectors together in one location. We translated this into the campaign slogan: "A job at the port. That's just a bit different."
This positioning acknowledged the unique character of port work whilst directly challenging outdated stereotypes.
How do you use storytelling to change perception?
To make the campaign unforgettable, we developed a distinctive visual language featuring illustrated "port giants": larger-than-life characters representing the scale and ambition of port work. The creative concept worked across every touchpoint: social media, online video, face-to-face interactions and bus advertising in Antwerp and Bruges.
The visual style was deliberately bold and unconventional for recruitment. Designed to stop scrolling thumbs and spark curiosity. It positioned port jobs as something worth a second look.
Omnichannel deployment for maximum reach
An employer branding campaign only works if it reaches the right people at the right moments. We deployed a multimedia strategy targeting three core groups: young labour market entrants, active job seekers and career changers looking for new opportunities.
The media mix combined digital precision with physical presence:
Social media campaigns for targeted reach and engagement
Online video for storytelling and emotional connection
Face-to-face activations for direct candidate contact
Bus advertising in Antwerp and Bruges for regional visibility
This omnichannel approach ensured the Havenjobs message appeared wherever candidates were. From their morning commute to their evening scroll.
The numbers
1+ million
people reached across all digital channels
1million
fully viewed videos
€0.02
cost per completed video view
1+
website visitors
1%
engagement rate
1%
conversion rate from Google clicks to job applications
1
active vacancies on Havenjobs.com
1
companies represented on the platform
From unknown to unmissable: a port with a new face
The omnichannel employer branding campaign changed how Flanders views port work. Havenjobs.com launched as the go-to destination for port vacancies: a central platform that finally matches the scale and diversity of available opportunities.
For Port of Antwerp-Bruges and its partners, the impact extends beyond campaign metrics. They now have a unified employer brand, a proven messaging framework and a platform that continues to attract candidates. For job seekers, the port is no longer an afterthought. It is a destination worth exploring.
The foundation for long-term talent attraction has been laid. What started as a campaign has become an ongoing conversation between Belgium's economic engine and its future workforce.
