Amsterdam, 6 July 2022 – After a successful pitch process, Publicis Groupe Nederland, in cooperation with Boomerang, part of Publicis Groupe, will provide the employer branding communication strategy for Rijkswaterstaat. The renewed brand strategy serves the purpose of strengthening the employer image of both Rijkswaterstaat and its cooperation partners and attracting new employees. The assignment involves both developing a creative employer branding communication strategy and rolling out campaign strategies to cross-media campaign concepts. This includes the creation of always-on recruitment content, with a focus on videos, articles and podcasts, as well as the production of website and social media content.
Publicis Groupe Nederland, in collaboration with Boomerang, part of Publicis, won the pitch. The labour market communication campaigns currently being developed are aimed at strengthening the image of Rijkswaterstaat and its cooperation partners as employers and at supporting the recruitment of new employees. This is a challenge faced by many organizations in the current period of labour shortages.
Anneke Laoutaris, Manager of Recruitment and Selection at Rijkswaterstaat and partners, is pleased with the start of Publicis Groupe. “In this challenging job market, distinctive job market communication that really touches our target groups both externally and internally is of great importance. We are looking forward to working with Publicis Groupe to bring more freshness and clarity to our communication towards our current and potential employees and thus to further load the employer brand and strengthen the bond. In this way, we strive to not only defy but also anticipate the challenges of today’s labour market.
Brego Keller, COO Publicis Groupe Nederland, says the Boomerang Publicis combination has proven that it can solve complex labour market communication issues for various organisations. The fact that Rijkswaterstaat also has faith in our expertise is a crowning glory of our integrated approach. This approach, which combines data, strategy and production with the necessary creative power, also helps organisations meet the challenges of the current tight labour market.