What we do
How do you turn social workers into real superheroes?
How do you get people interested in a specialised care function? Hiring healthcare professionals is already one of the biggest labour market challenges at the moment. Let alone if this personnel also has a very specific profile. This made finding Counsellors Difficult to Understand Behaviour a challenge for care provider Philadelphia.
Innovative creative concept
A target group with a very specific profile
Generating awareness and traffic
Spike interest in a career direction
Creativity as entree point for a campaign
Creativity turned out to be the question and the answer. Philadelphia liked the idea of a creative concept that introduces potential colleagues to ‘behaviour that is difficult to understand’ in an innovative way. To raise awareness about the profession, as well as to draw attention to the vacancies. With that specific question in mind, our collaboration kicked off – with the results to show for it. With a creative campaign, iO raised awareness for a job as a Counsellor for Difficult to Understand Behaviour at Philadelphia, resulting in multiple applications.
Draw attention to the profession and vacancies of Counsellors Difficult to Understand Behaviour.
A creative campaign with colleagues as heroes of the story.
About Philadelphia Zorg
Philadelphia supports the disabled in leading their own lives – all by providing care based on the core values of love, dare and mastery. Every day, they offer over 9,600 clients opportunities to live their own lives. They live at Philadelphia, receive intensive care or outpatient support, pass by at their own leisure or to linger for a while. Over 7,400 employees work together to provide this diverse group the confidence to grow.
Strong online marketing as source of superpowers
The target group, people with training in (mental) healthcare, was accurately targeted through online advertising. This happened via Facebook, Instagram, LinkedIn, YouTube, and with branded content on trade media. In these advertisements, colleagues were portrayed as superheroes, in a matching pop art style.
To better inform potential new Best Listeners about the position, FAQs were distributed answering clear questions about working with Difficult to Understand Behaviour. Additionally, in the action phase, the vacancies were brought to the attention with (re)targeting in a content design developed especially for the campaign.
Generating vacancy traffic was the biggest goal of the campaign. That has been amply achieved. The target group actually applied for the job, a wonderful catch. Just like the fact that the campaign has been extremely well received by the current employees.
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