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.