Movares

Fully rebuilt employer brand for Movares

Attract candidates through individuality

A new personal story

The tension on the labour market is taking on unprecedented forms. Employers must make every effort to captivate and retain talent. Consulting and engineering firm Movares also noticed this. They came to us with a request to strengthen their employer brand, optimize the media mix and create effective and better-converting content and vacancies. And we took on the challenge. We rebuilt Movares' employer brand, developed job campaigns and built an affiliated 'working at' website. The result? A personal story and face, in which employees recognize themselves and can be proud of. You can read and view the approach, implementation and results of this recruitment strategy below.

Services

Movares

Meet the client.

Movares is a consultancy and engineering firm from Utrecht that provides smart advice and designs in the field of infrastructure and mobility. The company is the result of the NS Dutch National Railways engineering firm, which became legally independent in 1995. In the meantime, it has developed from a niche player in the field of rail to a consultancy and engineering firm with a much broader scope. It currently employs around a thousand highly-educated professionals who focus on consulting and creating designs in regard to socially relevant themes such as reliable infrastructure, energy transition, mobility, circular construction, climate adaptation and digital transformation. Together with clients such as ProRail and the Dutch Directorate-General for Public Works and Water Management (Rijkswaterstaat), Movares ensures a liveable, accessible and sustainable society.

Visit the website of Movares

Strategy and objectives

Visibility and cost savings.

Being visible in every phase
The Google See – Think – Do – Care model was the starting point for the recruitment strategy. In the See phase, potential candidates do not yet know that they are looking for a new job (latent need) and become familiar with the name Movares. In the Think phase, they know which organizations they want to work for and/or in which position. In this phase, retargeting through various channels usually generates a lot of profit. In the Do phase, they want to apply for jobs and in the Care phase, they want to continue working there. In order to achieve all objectives, it is important to be present in all phases of the customer journey.

Recruitment effort
An important secondary objective for Movares is to increase the company's recruitment effort and to make less use of external agencies. If people can find their own way to your organization, this could be a significant cost saving. Employer branding and appealing campaigns play an important role in this. With Movares' recruitment strategy, we want to ensure that potential candidates become familiar with the name, atmosphere, culture and possibilities of Movares as an employer in order to increase direct job inquiries/applications.

The war for talent

A winning strategy for Movares.

If you want to win the battle for talent, you have to think carefully about the story you want to tell. Who are you as an employer? What do you want to radiate? And what kind of people do you want to attract? In order to define the story of Movares, we held various sessions with the management and various employees. We have studied in detail who Movares is, what they do and what is important to their employees. Through seven in-depth interviews, we found out what drives them, why they chose Movares and what the benefits are of working there.

After that, we started working on the employer brand from scratch . Before that, we worked with Simon Sinek's why-how-what circle and determined the archetype. Conducting yourself consistently as a particular archetype makes your organization more recognizable and successful. From this archetype, a concept has emerged that fits in well with Movares, such as focusing on digital revolutionaries, vision shapers, future accelerators, forward thinkers and impact makers.

The new 'working at' website

Full of inspiring stories.

The emphasis in communications is on what it means to work at Movares. This is mainly about meaning, innovation, entrepreneurship and development. If you put all that together, you'll end up with a very nice employer brand. Interviews showed that their people are especially proud that they can make an impact. That their contribution to a liveable, accessible and sustainable Netherlands is literally reflected in, for example, a bridge, traffic junction or a highway.

The images developed for the website and the recruitment campaigns are from people who actually work at Movares. They are in the foreground and in the background you can see (infrastructure) projects they have worked on. The people portrayed radiate a sense of pride. The employees themselves had a lot of input during a creative session together with our designers. Employees who were involved in the project had to create a mood board with pictures and texts that, according to them, showed what Movares represents and which style belongs to it.

....working at Movares.

We also wanted to radiate that feeling of pride on the Movares website. The following tagline was used: ‘…. working at Movares’, whereby the concept relating to each job grades is covered. The stories of various employees are engaging to read. They clearly show how employees feel about working at Movares, why they feel like an impact maker / digital revolutionary /visionary/ future accelerator / forward thinker and what makes their work so special.

Visit the new 'working at' website

Powerful images full of pride

Honest message

And style.

It is important to go public with the employer brand with an honest message. Movares is in transition as a company. There is a clear mark on the horizon, but we also need new colleagues to help us get there. In communications, it is therefore a good idea to look for the desired appearance that is not too far removed from reality. It is important to continue to create the right expectations. The desired image must never be far removed from reality.

We responded to the fact that Movares employees are very proud of their work and at the same time know what they are talking about. They are literally contributing to sustainability, better accessibility and quality of life in the Netherlands. They have a vision in mind and you can actually see the results around you. You can see and read about this on the website and in the campaigns. We didn't shy away from getting serious either. The educational requirements are high in order to work at Movares, and we don't need to beat around the bush about that.

Spoorprojecten Movares

Energie-infraprojecten Movares

Renovatieprojecten Movares

Infraprojecten Movares

Full recruitment strategy

With appealing campaigns.

Once we had developed the story, we developed a full recruitment strategy. We developed campaigns for Facebook, Instagram, Indeed, LinkedIn and Google where we used the newly shot footage. We included costs per acquisition and cost per hire. The campaign focuses on employees. Not just with images, but also with their personal story, including a personal quote. This is the way to trigger the target group: take a look at everything we do. It takes a lot of effort to entice good candidates who already have a job to work for you. We must therefore address a latent need and tap into an intrinsic motivation to want to switch.

Ondernemerschap bij Movares

Wordt mede-eigenaar

Bij Movares ben je flexibel

Ontwikkel je verder bij Movares

What's next?

Expanding the employer brand.

We want to constantly improve ourselves. Together with Movares, we are continuously optimizing the campaigns that are currently running. We have an insight into the entire funnel through a real-time dashboard and the business case is nearing completion. Now we are working on making the Movares' USPs even more prominent and we want to focus on highlighting the projects. There will also be a corporate video and a photoshoot for employer branding and more stories will be developed. A complete trade fair concept is also in the works, which connects both online and offline to the entire employer brand.

"We are most proud of the completeness of the recruitment strategy that it has built from start to finish. Together with Movares, we have developed a completely new proposition by thinking carefully about the story, the appearance and the message." - Merle Baake, performane manager Adwise

Ready to get started with your employer brand?

Evelien, account director e-recruitment, is happy to assist you.

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