Maritime by Holland

The Dutch maritime industry experiences a structural labour market issue. DST developed a strategy and creative concept for branch organization Maritime by Holland, enabling effective labour market branding, based on a joint and recognizable campaign.

 

Its concept can be easily adapted and adopted by all Dutch maritime companies and their twelve major markets. Both it and its strategy were developed in a process of close cooperation and cocreation, with input from maritime experts and representatives from the educational system.

 

The widely carried campaign Maritime by… improves the maritime sector’s profile and makes it instantly recognizable for target audiences. It appeals, informs, motivates and activates. The overall campaign concept is easy to use and easily adopted for use by HR departments of associated companies and branches for both educational and direct recruitment purposes. It also provides a fitting framework to keep using existing means and initiatives from within the sector, to provide a wide range of coherent educational means on work in the maritime sector.

Development of its multiyear strategy and the sector’s use of the concept mean that all individual efforts are multiplied in their effects. This increases familiarity with and popularity of the sector, and increases inflow in maritime jobs.

Driving a waste truck

For the Education and Development Fund of the Dutch recycling and waste disposal sector DST developed a labour market campaign to boost applications for the training to become a waste truck driver. Together with six associated recycling companies we chose a personal approach, aided by an informative website and leaflets.

 

This enables the campaign to offer a clear proposition of what makes the job attractive in terms of pay, work hours, and career prospects. The six companies each offer a clear package for young people who want to gain their commercial driver’s license. Online movies, photos and the website offer an overview of nearby career opportunities.

Campaign means allow teachers and companies to select and inform people who show an active interest in an offer. It also allows parents, who are a major influencer of their children’s career choices, to go over it all.

The campaign is part of a wider strategic initiative of the Fund to raise levels of education in the sector and increase career opportunities of its workers. That in turn enables companies to keep up with the increasing and changing demands of society and technological advancements.

WATT?-campagne

WATT? information campaign

Generating interest in energy technology among young people

The labour market is tightening again, and everyone targets young people as potential employees. How do you present your industry, organisation or job offers in an appealing manner to students in secondary or vocational education? How do you even make contact with a target group you can hardly reach through traditional media? It can still be done: through education. As long as you come up with appealing projects that are consistent with what is happening among young people and their deans and teachers.

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In line with what is happening among young people, their deans and their teachers

Cooperation

The WATT? campaign for the Dutch energy sector shows how effectively a recruitment campaign for an industry can be. Keyword: cooperation. Between the  sector’s development fund (initiator of the campaign) and the affiliated companies. Between businesses and educational institutions. Between companies and teachers. And between client and agency, of course.

Campaign building blocks

Building blocks within the WATT? campaign include: participation in education fairs, teaching projects, excursion service to companies, technology guest lectures, (technology) teachers attending conferences, mailings to education institutes, a powerful website and particularly a large amount of practical educational materials.