PROOF | change communication & employee alignment


Spaarne Gasthuis
Jij &… (You &…)

On 22 March, 2015, the Kennemer Gasthuis and the Spaarne ziekenhuis merged to become the Spaarne Gasthuis. The new hospital operates across seven locations, with the three main ones in Haarlem and Hoofddorp. The Spaarne Gasthuis aims to build on its predecessors traditions of charity and hospitality, while focussing on the future with its ambitious and innovative team, under the mission: “United in more than excellent healthcare”.

Given a tough recruitment market, the hospital asks PROOF to develop a strong employer brand that positions the Spaarne Gasthuis as an attractive place to work. It needs to attract the right talent for the coming years.

In collaboration with hospital, we begin by defining an Employee Value Proposition. Patients are treated as guests at the Spaarne Gasthuis. The human touch forms the basis of the healthcare offered. Passionate professionals work together in a pleasant environment, with space for personal responsibility, growth and development.

You &…
From this, we develop a communication concept. This builds on the notion of responsibility. Offering the best healthcare and hospitality demands significant personal and individual responsibility. Not holding back and waiting, but showing initiative and taking action. PROOF develops the concept: ‘You &…’

manages to capture this perfectly. Potential patients are shown in the real-world situations that can be found in the region the hospital serves. The beach at Zandvoort, a shopping mall in Hoofddorp, the Grote Markt in Haarlem, the hockey fields at Bloemendaal. Four words describe the situation at the moment the photo was taken – and what is about to happen next. Situations in which you, the potential employee, could play an important part. For example: Floris, Bloemendaal, ball strikes head. This is what working at the Spaarne Gasthuis is all about: You & decisiveness, You & hospitality, You & extra attention. The concept offers endless variety.

You & the Spaarne Gasthuis
The employer branding campaign launches online with banners and social media content. Offline, posters are placed in regional buses. On the website, visitors can find information about the application process and watch videos of employees explaining what it is like to work at the Spaarne Gasthuis.

You & recruiting colleagues
Meanwhile, staff at the hospital are not only told about the employer branding campaign; they are also encouraged to share the campaign via social media.






Banners and table standee


Online banners

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