Generation guides young talent in their career path, in a way that is different from traditional recruitment. The quest to come up with an employer branding campaign started with in depth consumer research. Resulting in a campaign that translates a big consumer insight into a powerful series of branded content.
Eén generatie, oneindig veel talent
In research we found out that there's a big need for the new generation in having professional role models. People in work places that the new generation aspires to be in - to look up to and to learn from.
From this insight the concept for the 'De Generatiegesprekken' was born. A 'generation meets generation' branded content series, where the new generation goes into conversation with established professionals about cultural relevant topics. Like woman in male dominated work environments, inclusion and diversity in workspaces and the benefits of soft skills for your professional career.
De gids voor de nieuwe generatie
Next to this campaign, it was time for Generation to start build on their online presence, so that's what we did. We created a strategic communication plan to build online presence based on the existing brand guidelines (by Studio Smink). With strong content domains and activating and informative content, Generation is now the online guide for the new generation. We went from zero to one with steady social media presence on both their Generation brand, as with their sub brand 'Samen Bouwen aan de Toekomst'.
As a result I became the ongoing creative consultant for Generation, responsible for initiating content and overseeing new output and needs. Working together with a team of copywriters, designers, DOP's, social advertising experts and webdevelopers.
employer brand campaign
Rosa Hoynck van Papendregt (enrosa)
Nora van den Heuvel
Roos Bulder & Nandisa Ludidi