{"id":6637,"date":"2025-07-08T21:11:27","date_gmt":"2025-07-08T21:11:27","guid":{"rendered":"https:\/\/staging.online-marketing.amsterdam\/our-approach-in-action\/a-targeted-campaign-to-recruit-domestic-care-workers-with-impact\/"},"modified":"2025-09-15T11:40:32","modified_gmt":"2025-09-15T11:40:32","slug":"zorg-voor-amsterdam-imago-recruitment","status":"publish","type":"page","link":"https:\/\/staging.online-marketing.amsterdam\/en\/cases\/zorg-voor-amsterdam-imago-recruitment\/","title":{"rendered":"Domestic help visible, attractive and accessible again"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p class=\"wp-block-paragraph\">Domestic help is more than cleaning: it is care that gives quality of life. With Zorg voor Amsterdam, we developed a powerful image and recruitment campaign that made the profession visible, attractive and accessible again. The result: thousands of applications, a broader and more diverse pool of candidates and a direct contribution to shortening waiting lists in the city.  <\/p>\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\" id=\"h-het-vraagstuk\">The issue<\/h3>\n\n<p class=\"wp-block-paragraph\">Amsterdam was struggling with long waiting lists in domestic care and a profession that had little visibility. New influx was urgently needed, but barriers in image, recruitment and onboarding were holding back suitable candidates. The challenge: to enthuse more people, get them through the funnel faster and give the profession a more positive face structurally.  <\/p>\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\" id=\"h-onze-rol\">Our role<\/h3>\n\n<p class=\"wp-block-paragraph\">We were the strategic director and creative engine. From brand proposition and online platform to media strategy, campaigns and tooling. We developed a complete ecosystem that brought together branding, recruitment, technology and local anchoring &#8211; always focused on lowering barriers and accelerating inflows.  <\/p>\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<figure class=\"wp-block-video\"><video autoplay=\"\" loop=\"\" muted=\"\" src=\"https:\/\/omaamsterdam.b-cdn.net\/watwedoen\/werk\/zva_main_website_desktop.mp4\" playsinline=\"\"><\/video><\/figure>\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\" id=\"h-de-oplossing\">The solution<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Inclusive storytelling<\/strong> &#8211; Ambassador Mimouna brings taboos and cultural sensitivities into focus. In doing so, we not only increase inflow, but also social appreciation and pride. <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Proposition &amp; platform<\/strong> &#8211; The central platform zorgvoor.amsterdam with direct application flow, matching test and employee stories.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Targeted recruitment<\/strong> &#8211; Segmentation on over-50s, status holders, young parents, students, people from migrant backgrounds and incumbents, with content and benefits by target group.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Strong media campaign<\/strong> &#8211; DOOH and bus shelters in the city, commercials and series &#8220;Care for Each Other&#8221; on AT5, prerolls and social videos, complemented by always-on Google Ads and Performance Max.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>WhatsApp &amp; CRM<\/strong> &#8211; An automated onboarding tool that personally addresses candidates within minutes and instantly matches them with job openings, drastically reducing dropout rates.<\/p>\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">Components and services realized<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Brand and campaign development<\/li>\n\n\n\n<li>UX and <a href=\"https:\/\/staging.online-marketing.amsterdam\/en\/services\/creation-and-production\/websitedevelopment\/\">development<\/a> carefor.amsterdam<\/li>\n\n\n\n<li>Content strategy and storytelling (photo, video, copy, AT5 series)<\/li>\n\n\n\n<li>SEO, SEA &amp; <a href=\"https:\/\/staging.online-marketing.amsterdam\/en\/services\/advertising-and-campaigns\/google-ads\/\">Performance Max campaigns<\/a><\/li>\n\n\n\n<li>Social advertising and community management<\/li>\n\n\n\n<li>CRM and WhatsApp onboarding tooling<\/li>\n\n\n\n<li>DOOH and <a href=\"https:\/\/staging.online-marketing.amsterdam\/en\/services\/advertising-and-campaigns\/media-buying\/\">media buying strategy<\/a><\/li>\n\n\n\n<li>PR kit and <a href=\"https:\/\/staging.online-marketing.amsterdam\/en\/landing\/project-management-package\/\">partner communication<\/a><\/li>\n<\/ul>\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">The result<\/h3>\n\n<ul class=\"wp-block-list\">\n<li><strong>Over 1,700 applicants<\/strong> in the first campaign period &#8211; a record influx that has arguably shortened the waiting list.<\/li>\n\n\n\n<li><strong>Greatly improved image<\/strong>: the domestic help profession is back on the map in a positive way. AT5 broadcasts and story platform created recognition and pride among both new and existing employees. <\/li>\n\n\n\n<li><strong>Conversion + efficiency<\/strong>: the WhatsApp tool lowers dropout rates and accelerates placement. Candidates receive faster response, partners receive warmer leads. <\/li>\n\n\n\n<li><strong>Local impact<\/strong>: campaigns in the neighborhoods where demand is greatest. DOOH and social targeting ensured visibility where it counts. <\/li>\n\n\n\n<li><strong>Partner strengthening<\/strong>: joint campaign with Cordaan, Tzorg, Emile, Thuiszorg Inholland, NiconCare, Madeliefje, Alea Care and Sara home care, which now have a shared platform and unified message.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Visit the website <a href=\"https:\/\/zorgvoor.amsterdam\">zorgvoor.amsterdam<\/a><\/p>\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\">Additional<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Local activation with RWC\/WSP, discussion evenings and collaboration with key people in neighborhoods.<\/li>\n\n\n\n<li>Inclusive storylines that discuss taboos and increase participation.<\/li>\n\n\n\n<li>An ongoing SEO and SEA program that ensures continuous inflow and structural findability.<\/li>\n<\/ul>\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\" id=\"h-laat-je-campagne-door-ons-ontwikkelen\">Let us develop your campaign<\/h3>\n\n<p class=\"wp-block-paragraph\">Also developing a campaign that not only fills vacancies, but enhances image and social value? Let&#8217;s build together an approach that delivers results. <\/p>\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-63375db1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button landing-form\"><a class=\"wp-block-button__link wp-element-button\" href=\"#\">Schedule a strategic session<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Zorg voor Amsterdam makes the domestic care profession visible and attractive. With storytelling, campaigns and smart matching, we attracted more candidates and shortened waiting lists. <\/p>\n","protected":false},"author":2,"featured_media":6620,"parent":6628,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-case.php","meta":{"footnotes":""},"class_list":["post-6637","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v26.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Domestic help visible, attractive and accessible again - Online Marketing Amsterdam<\/title>\n<meta name=\"description\" content=\"Zorg voor Amsterdam strengthens recruitment and image of domestic workers. 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