Envida is a care instituion for the elderly and chronicly ill in Maastricht and the Dutch "Heuvelland" (Hill Area). Anna Marije Zeilemaker (district manager for Envida in the city Gulpen-Wittem) explained Envida's problems with attracting new employees. Envida is looking specifically for young employees (between ages 16 and 24). Together with my team, we have created a campaign to recruit those people.
Envida's sector is a difficult one. The so called "community care" in the Netherlands has to deal with budget cuts and understaffing. Envida also does not have a unique position in its market. There are no unique selling points with which Envida can compete in its area. Competitors of Envida are (among others) Sevagram and the hospital (MUMC+). Care institutions like Envida and Sevagram have only few things that make them unique, because their activities are similair or even identical. In this campaign its our job to find something that makes Envida unique.
Anna-Marije told us her ideal target audience. The main focus of the campaign is students who are almost graduating nursing school at levels 3 to 5 (as Dutch professional education is split up in several levels). Further analysis proved that level 5 students are not going to be a target, as most level 5 job offers where already furfilled. We have therefore decided to focus our campaign on "mbo-students" or practically educated students (levels 3 and 4).
To create an acurate campaign, we have analysed the sector and social media. Afterwards we have created some concepts and prototypes, which were shown to students Nursing at the Leeuwenborgh in Maastricht. We wanted to find out which ideas stuck and which they did not like at all. These insights led to the campaign slogan: "Lekker jezelf bij Envida" ("Be Yourself At Envida). We wanted to show potential employees that they can be theirselves when working at Envida, by highlighting some simple examples, like working on your own shoes and have (visible) tattoos. Both examples are not (always) allowed in hospitals.
This campaign would be digitally implemented exclusively. Our observations and reserach proved that students did not look at physical posters in school, but the did notice advertisements and job offers online. Therefore our campaign focusses solely on social media, like Instagram and Whatsapp. The results are shown at the bottom of this page.
Our team consisted out of 4 students for 2 different educations:
Jordy Schoeré - Team captain & Storyteller - CMD
Laura Külker - Graphic Design - CMD
Malu Snelling Berg - Graphic Design - Visual communication
Celine Henssen - Illustrator - Visual communication
Design for Instagram / Snapchat
Application for Whatsapp
Design for a mobile site
Design for a desktop site