De Wolven conducts labor market campaign for De Zorgcirkel: vacation buddies in elderly care
The new “Vakantiemaatje” campaign of residential care location Prins Hendrik of De Zorgcirkel – specialist in care for the elderly – reached its target in two weeks to solve the staff shortage in the summer months. Over fifty enthusiastic students have already signed up for an all-inclusive vacation job at De Zorgcirkel in Egmond aan Zee. The first twenty contracts have been signed. PR and communications agency De Wolven is responsible for the concept and the rollout of the campaign.
Vakantiemaatje
The concept of Vakantiemaatje came about because of the attractive location of Prins Hendrik. The residential-care facility is located in Egmond aan Zee, which is the third largest seaside resort in the Netherlands and a popular vacation destination. With a workplace close to the beach, accommodation that is arranged, discounted meals, free bike rental and a well-paid salary, Prins Hendrik offers students with a care training an all-inclusive vacation job in elderly care. To underline the vacation feeling, a bright orange camper van plays the leading role in the campaign. The eye-catching bus adorns the front yard of Prins Hendrik and is visible on posters and flyers. In addition, the staff of De Zorgcirkel exchanged their standard workplace for a few days to tour the care colleges with the hippie bus and hand out flyers.
Background
It is an annual challenge in elder care: finding personnel to fill the shortages in summer. shortages in the summer. Joost Lammerts, regional manager Egmond-Heiloo at De Zorgcirkel: “Even during the vacations our elderly deserve personalized care and loving attention. We want to give them a carefree summer and that is why we are making an extra effort to recruit motivated people. We find it important to radiate enthusiasm with our campaign, because working in care deserves a more positive image”.
Media channels
To reach the target group, De Wolven has set up an Instagram and Facebook account (search term: ‘vakantiemaatje‘). The social media channels are filled with striking news about care, campaign material, viewing tips with a link to care for the elderly and personal stories from the elderly and caregivers of residential care facility Prins Hendrik. In addition, De Wolven used a ‘free publicity’ process. AD, Zorgvisie, Noordhollands Dagblad and Zorg van Nu, among others, had already paid attention to the campaign. The campaign was also chosen as campaign of the week by Werf&. It is remarkable that other healthcare institutions are also showing interest in this positive way of recruiting staff.
