Labor market campaign: #ontdekde50plus
The demand
Unemployed people in their fifties desperately want to work, but find it difficult to find a job. On average, the search takes two years and nine months. This must and can be done differently. How can we create a positive image of the over-50s as employees? And stimulate employers in the Amsterdam region to see and use the talents of the over-50s?
Our actions
Together with WSP Groot-Amsterdam and the City of Amsterdam, De Wolven developed the communication campaign #ontdekde50plus. Goodwill & Partners, Online Marketing Amsterdam (OMA) and Marije Ravelli Teksten also worked on the campaign. Twelve over-50s became the figureheads of the campaign, symbolizing 8,600 Amsterdammers between the ages of 50 and 64 who are looking for work.
Phase 1: On the campaign page www.ontdekde50plus.nl employers were able to view the qualities of this group of enthusiastic Amsterdammers in various video pitches. In addition, they were given more information about the advantages of hiring people over 50. On this website, we introduced two new candidates every week for a period of six weeks.
Phase 2: The result of our first campaign was used to once again inspire employers to also view the older target group as potential new employees. Using mupi’s and bus shelters on the streets and in subway stations we showed which of the 12 original candidates were matched with an employer. In addition, the campaign video ‘The real elevator pitch’ was used and distributed on social media and through other online marketing channels. De Wolven was responsible for the concept and realization of this video.
The results
- The campaign received coverage in Metro, on AT5 and was actively promoted towards employers on Facebook and YouTube, among other places.
- In October and November 2017, almost 7,000 unique visitors visited the campaign page a total of almost 10,000 times.
- The campaign video was viewed over 17,500 times on youtube.
- Seven of the twelve candidates were successfully matched to a company within a year.
- Furthermore, the unemployment rate of Amsterdam’s over-50s decreased from 8,600 to 6,200 in 2017. Although this is not purely the result of the campaign, the communication certainly contributed to it.
This campaign was rewarded with the Welcom Amsterdam Award 2018!
