From teaching … To a meaningful role 'For Society'

A challenging case where we displayed the versatility of the teaching profession and increased pride in both the profession and the employer.

Customer

Fontys University of Applied Sciences

Service

Year

2020

Website

Werkenbijfontys.nl

The approach

With this campaign we demonstrated the versatility of the profession by showing the diversity of roles fulfilled by a teacher. In doing so, we discarded the traditional image of being a lecturer and nothing else. By putting employees in the leading roles, we reinforced pride in working at Fontys.

Nonstop

We activated the roles theme throughout the candidate and employee journey. For example, through an activation test on the website.
Given the size of the organization and the diversity of target groups, we made the entire campaign modular. This allowed each institute to help build the employer brand itself. With the accompanying digital building portal, Fontys’ own marketing & communication professionals can further train themselves in the specialty of Employer Branding.

The challenge

Fontys wants to shatter traditional perceptions of teaching. They believe that education can be enriched by an influx of professionals from the business world. But this target group is notoriously difficult to reach for a teaching position.

The approach

The result

By deploying an ambassador program (and using the Employbrand Ambassador tool), we harnessed the enthusiasm of colleagues to reach out to their networks.
The continuous job campaign has been an overwhelming success. Over 370 candidates booked an appointment in 3 weeks for orientation for a job at Fontys.
Fontys noticed interest from a significantly broader labour market target group.

Nonstop

We activated the roles theme throughout the candidate and employee journey. For example, through an activation test on the website.
Given the size of the organization and the diversity of target groups, we made the entire campaign modular. This allowed each institute to help build the employer brand itself. With the accompanying digital building portal, Fontys’ own marketing & communication professionals can further train themselves in the specialty of Employer Branding.