What we do
The challenge: UWV as an attractive employer
UWV approached iO with the request to develop an employer branding campaign to raise the profile of UWV as an attractive employer — and to ensure that interested candidates apply for specific disciplines and vacancies.
To improve the image of UWV as an employer during shortages in the labour market.
A creative employer branding campaign with a strong concept.
About UWV
The Employee Insurance Agency (a Dutch governmental institution also known as the UWV) is responsible for the implementation and delivery of a variety of social benefits and employee insurance WW, WAO, WIA, the Sickness Insurance Act and the Wajong, the Allowances Act and the WAZ.
The solution: Zinhoud
The creative concept is 'Zinhoud'. UWV offers meaningful, challenging and rewarding work. Work that you know is making a difference. This campaign should make it clear — both for the working population and job seekers in the Netherlands — that UWV is an interesting employer with challenging jobs.
The employer branding campaign positions UWV as an attractive employer while ensuring a constant flow of potential candidates for specific disciplines and vacancies.
The campaign operates on 3 layers:
The 'touch layer' that focuses on working people and job seekers in the Netherlands. The campaign is aimed at a broad target group (all genders, all educational levels, ages between 25 and 54 years) where we profile UWV as an attractive employer;
The 'tell layer' that uses concrete evidence to focus on a number of specific fields: ICT, SMZ (socio-medical), digital services;
The 'sell layer' that puts defined functions in the spotlight (job marketing).
For the touch and tell layer, iO not only developed videos, photography, articles, and infographics, but also offline assets (print, conference materials) with beautiful, inspiring, and authentic stories from employees in the organisation. We translated this into content for the external (paid) campaign: online videos (YouTube pre-rolls) and social (Facebook, Instagram, and LinkedIn).
For the sell layer, iO advised on the use of vacancy texts. For the internal campaign, iO created a film, posters, screensavers, and stories of employees with their meaningful content on the intranet.
The result: success across the board
The campaign had three main objectives: reach, traffic, and job applications. The campaign generated a lot of traffic to both the campaign page and the careers pages.
A selection of the results:
How we helped UWV
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How do you make financial information more accessible to parents?
We redesigned the child benefit fund KidsLife’s website to make information easier to access and digest. Discover the case.Look at this client storyCase
How to ease the workload of your customer service using a chatbot?
Find out how iO supported MediaMarkt’s customer service and brought it to life with four different chatbots in 2022.Look at this client storyCase
How do you digitise the largest leisure agenda in Flanders and Brussels?
Our developers built an improved digital UiTinVlaanderen with a headless CMS and GraphQL layer. Read how we bring omnichannel ambitions online.Look at this client storyCase
How do you strengthen the competences and qualifications of financial experts?
Find out how we partnered with BZB-Fedafin to offer training courses. We set up an informative learning platform with Sofia. Read more!Look at this client storyCase
How do you simplify complex research methods with smart programming language?
iO processed complex data from thousands of surveys for BVFA/ABAF, using Marigold Engage Marketing Cloud.Look at this client storyCase
How can a historical hunt for a missing SS Officer increase museum visits by 30%?
iO and National Monument Kamp Amersfoort teamed up to tell the story of Walter Heinrich — the missing SS officer — in an eight-part podcast.Look at this client storyCase
Podcast: The NOW podcast
Around 140,000 employers used the first NOW application period in 2020. In The NOW Podcast we talk to Ingrid Arts, NOW programme manager at the UWV.Look at this client storyCase
Podcast: Time is running out!
Birth, marriage, death. Divorce, move, new car. Every event in life raises many questions. How should I deal with this? Am I properly insured? Difficult questions that generally require a long answer.Look at this client storyCase
Podcast: 1347 days
A director spends an average of 1347 days on the board. On behalf of KPMG, the editorial board of KPMG RAAD interviews supervisory directors, directors, and supervisors from the Dutch business community about how they made it to the top and life in the boardroom.Look at this client storyCase
Podcast: The Guide
Entrepreneurship is a fun, but it can also be challenging. It's all about feeling and experience. Making choices, seizing opportunities, overcoming challenges and in how to access the financing you need to grow your company.Look at this client storyCase
Podcast: "In Perspective" (UWV)
For people who are – for whatever reason – not involved in the labour market, having a job is the best thing there is. You matter and a bright future looms on the horizon. The podcast In Perspective – In search of happiness at work revolves around the real experiences of people that receive the WIA or Wajong benefit.Look at this client storyCase
Podcast: War Wound
This audio story tells you all about the doctors' resistance called 'Medisch Contact' during WW2 in the Netherlands.Look at this client storyCase
How do you attract more volunteers with a dynamic recruitment campaign?
With this social campaign we got more people interested in signing up as a volunteer, so that De Kindertelefoon can continue to offer a listening ear 365 days a year.Look at this client storyCase
How do you build a global B2B platform tailored to foodservice professionals?
How to build a multi-site, multi-language, global B2B platform for lead generation and online branding - iOLook at this client storyCase
How can you give all Belgian citizens online travel advice?
Need a travel pass? Is wild camping allowed? The Belgian Federal Government had all this traveller info scattered across various websites. iO made it easy to find, on a single platform.Look at this client storyCase
How do you introduce flexible, efficient mobility in an organised way?
Hoppin is a new platform for the Flemish Government with a focus on flexible mobility. Discover how we helped launch the platform.Look at this client storyCase
How does De Kindertelefoon enhance online reach through clever and creative utilization of TikTok?
For De Kindertelefoon we developed a channel and content strategy to reach kids and young people on TikTok.Look at this client storyCase
How do you shift the image of a benefit provider to a service-oriented entity that strengthens society?
Discover how with a refined brand strategy and campaign we altered the perception of UWV and broadened associations.Look at this client storyCase
how do you enhance the impact of the newsletter for a telecom giant?
Optimizing Content and Presentation: How iO Transformed Proximus' Newsletter Engagement. Read the case here.Look at this client storyCase
How do you convert festival- goers into active members of your community?
From Festival Wristbands to Online Accounts: Converting Festival-Goers with Effective Paid Media. Read the story here.Look at this client storyCase
How do you craft a captivating podcast journey for young train travelers?
Embark on a thrilling train adventure across the Netherlands with ‘Het Spoor Bijster’, a fuction podcast by the NS and iO.Look at this client storyCase
How can a network manager ensure we navigate the energy transition successfully?
Discover how awareness, behaviour change, and hyper-local personalization lead to cost efficiency and relevance at the right moment.Look at this client storyCase
How a virtual museum highlights Flemish heritage
How do you develop a virtual experience platform that takes your customer experience to the next level?Look at this client storyCase
Finding and offering the right location to turn a special event into a favourite memory
Discover how iO made the websites and the personal admin portal of High Profile Locaties more manageable, findable and scalable. Read the case study.Look at this client storyCase
How to catch the attention of students who swipe away every ad?
Discover how Avans University of Applied Sciences and iO attracted over 20,000 new student choosers with creative, data-driven campaigns. Learn strategies that hold Gen Z's attention and create strong brand connections. Get inspired and discover how to entice your target audience.Look at this client storyCase
How we put Brussels Airport on the map with influencer marketing
iO takes Brussels Airport to new heights with influencer marketing. Read how we did it.Look at this client storyCase
How do you accelerate getting innovative lighting into the living rooms of 47 countries?
iO experts built a brand new D2C website with an advanced Adobe Experience Manager e-commerce platform for lighting specialists Signify. The result: happy users and satisfied teams. Read the full case here.Look at this client story
Do you need strong employer branding as well?
Our experts will help you stand out as an employer with a fitting creative concept.