The target group does not see Achmea as an attractive employer, but as a non-dynamic and boring collection of insurance companies. Through this campaign this image should change to an image of a socially driven, attractive employer; an integrated organisation of finance/service providers who take care of their clients.By the end of 2003 Achmea should be in the top 25 of most attractive employers.

We developed an integrated campaign, to change the image of Achmea, and in which high potentials are informed about their job-opportunities at Achmea. Eventually this has to result in job applications.

Target groupsHighly educated people with a high EQ and a fresh look on things. People people. They are young and dynamic, willing to achieve results, and with an enterprising spirit. Bachelor or university degree: business economics, finance, marketing, computer sciences, law. Just graduated, until a maximum of 5 years' working experience (high potentials).Synopsis campaignSociety changes constantly. That’s why Achmea searches for employees who keep this in mind and search for sharp and effective (financial) solutions. The high potentials are presented a view on three parts of society, the fields in which Achmea operates, where changes occur.

Pay offWe need you to keep us sharp. This campaign consists of:- 3 different spread advertisements in which the 3 fields Achmea operates in are shown: a financial world, a world of security and a world of care. In these ‘worlds’ we see the changes in society. These advertisements show that Achmea is aware of the changes in society and anticipates on these changes. Achmea is looking for people who do the same. The purpose of these advertisements is image building. In the ads we guide interested people to the site for more information.

- Recruitment advertisements in which vacant jobs are communicated. The purpose of these advertisements is to get people to apply for jobs at Achmea.- Recruitment site: www.recruitment.achmea.nl. On the site people can find all the information they want about Achmea and the job opportunities at Achmea.

- Viral marketing. To create rumour around the brand and to guide the target group to the Internet site (Keyboard Twister and Dr. Dave’s quit smoking program).- Direct Mail (brochure). This brochure was given to the target group on the Career Event where Achmea had a conference stand. And visitors of the site can order this brochure. In the brochure they find additional information about Achmea and the job opportunities and examples (testimonials) of people who already keep Achmea sharp (current Achmea employees).- Conference stand- Banner campaign on non-Achmea recruitment sites or sites frequently visited by the target group. With these banners people are guided to the recruitment site.

The first goal of the campaign is to change the attitude and knowledge about Achmea as an attractive employer. Once the target group is interested, they can find information in the brochure and on the Internet and eventually consider Achmea as a potential employer and apply for a job.ResultsThe offline campaign and the online activities are a success. In the first month after the launch of the campaign, an increase of more than 4 times the amount of applications, via the site, advertisements, brochure and directly, was shown. Advertising alone is not enough to reach our communication goals within the target group (High Potentials). Besides print, which is a rather passive way to communicate, we also need to use more active ways of communication, to create a dialogue with the target group. This integrated campaign generates impact and is original, modern, and relevant. Most recruitment campaigns are rather corporate. In the field of job/ recruitment communication this campaign is very unique. We reach the target group via diverse media. This campaign is a combination of image building and recruitment; offline and online.

Advertising alone is not enough to reach our communication goals within the target group (High Potentials). Besides print, which is a rather passive way to communicate, we also need to use more active ways of communication, to create a dialogue with the target group.