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VDAB
VDAB: work that works
What began in 2012 with a strategic inquiry into the role of communications, grew from 2016 onwards. To creative advice, campaigns and implementation. Together with VDAB, we developed an approach to their brand, operation and communication. And these are constantly evolving.
Strategy with impact
VDAB is evolving from a pure activation policy to a public employment intermediary offering broad career support. To this end, they are putting all their efforts into digitalization.
A new business plan, a new communication strategy. It is based on four pillars: work is positive, work is constantly evolving, work concerns everyone and work starts at vdab.be. Together with VDAB, we set up several dashboards. Media reports for tactical digital actions, a brand tracker to gain insight into perception and the brand and measurements from Mindshare to adjust the image campaign waves.
And it worked. VDAB's top-of-mind score among the general public skyrocketed. For job placement and for training. So we began to build a stronger brand. With clearer relevance to a broader target audience.
And everything moves
That was the creative red thread. The job market is constantly evolving. So is your career. VDAB moves along and gets things moving. In the 2019-2020 communication plan, we alternated broad image campaign waves with targeted campaigns for specific audiences. We also ensured continuity in communication with a TV spot featuring multiple services, sectors, in-demand professions, and target groups.
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The campaign was a success
In a comprehensive test by Mindshare of all Flemish government campaigns in 2019, we scored 96% on awareness. That was well above the average of 54%.
From radio to bus
We continued to build on the positive corporate image. But we also developed a lot of campaigns, such as Spread The Work. For several years, MNM has been broadcasting a radio show together with VDAB to put VDAB in the spotlight as the first point of contact for work and training. In 2017, we gave this show a refresh. For example, we had presenter Astrid Demeure perform a different bottleneck profession every day.
To help Flemish companies on the Brussels periphery fill their vacancies, we also devised a campaign for VDAB and Actiris. The message 'New job? Next stop! / Nouveau job ? Le prochain stop !" we took seriously. During a job tour with the 'Job on, hop off' bus, candidate job seekers visited Flemish companies that were recruiting. And then there was the job map: an interactive map with all the jobs in the outskirts of Brussels. In two weeks we counted more than 23,000 visitors. Or how we managed to create jobs that work with a few clicks.
Get in touch
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