From traditional job advertisements to a full-funnel media strategy
Living and working happily. Every day, more than 1,200 dedicated employees and 600 volunteers from Avoord work to bring joy into the lives of vulnerable elderly people and their families. They firmly believe in their vision: to live at home for as long as possible. Avoord strives for small moments of happiness for both clients and colleagues.
2001
Care for the elderly
1,200 employees, 600 volunteers, 3 locations
The Netherlands
The challenge:
Increasing Brand Awareness to Attract Qualified Applicants
Before working with VONQ, job advertising was traditionally done via online job postings on their website, various job boards and advertisements on
Facebook and Instagram. However, this approach resulted in few applications for key positions such as aides and individual healthcare assistants (IGs), partly due to low brand awareness in the region.
Recognising the need to optimise its recruitment marketing strategy, Avoord sought an external partner. In an inspiring kick-off meeting, we jointly identified the needs and recruitment goals. The ambitious goal was to recruit 35 new, highly qualified carers from the Etten-Leur, Rijsbergen, Zundert and Breda regions in less than six months.
The Solution:
Successful Recruiting through Strategic Partnership with VONQ
VONQ supports Avoord in achieving its recruitment goals and increasing brand awareness in the region with a tailor-made recruitment strategy. Thanks to the expert advice of our specialists, the campaign has been continuously optimised, leading to better results and a higher quality of applications.
At Avoord, employees are the focal point, and this philosophy extends to their recruitment process. Partnering with VONQ, Avoord crafted a comprehensive media strategy targeting all phases of the candidate journey. Within a 30-kilometer radius of Breda, Etten-Leur, Rijsbergen, and Zundert, the focus was on recruiting assistants and care staff
Through targeted market research, we refined the campaign strategy for a personalized approach and greater reach. The integrated campaign on Google Search, Google Display, YouTube, Facebook, and Instagram significantly boosted Avoord’s visibility in the competitive job market, attracting the right candidates.
To simplify the application process, interested parties only needed to provide their name, phone number, or email address. Within two days, Avoord contacted them to schedule an interview.
Real-time insights
Transparency was crucial throughout the campaign. A dashboard provided real-time insights into media performance, website behavior, and applicant sources. This continuous monitoring enabled immediate improvements and ongoing campaign optimization.
Avood gains 44 new employees in just 5 months
The campaign reached 9,343 users, generating a total of 13,666 sessions and 31,554 page views. Vacancies were viewed 5,813 times, 381 users started the
application process and 152 successfully completed their application.
After two rounds of interviews, 44 new colleagues were finally hired,
including 14 helping and 30 caring IG employees.
Facebook und Instagram:
Increased visibility
Google:
Responsible for 87% of applications
users
successful application
new colleagues
Future Focus
In a changing healthcare landscape, Avoord experienced both cancellations and additions during the campaign. However, the success of the campaign and the strong collaboration led Avoord to extend it. This extension will help maintain their online presence and continue to attract high quality candidates. Successful campaigns and strong partnerships ensure Avoord’s continued positive results.
