Since 2022, PROOF has partnered with the municipalities of Haarlem and Zandvoort (gemeenten Haarlem en Zandvoort) to build a strong, unified employer brand. A shared brand, because working for Haarlem and Zandvoort means working for one organisation that is dedicated to supporting the people living in both municipalities. PROOF helped to develop an employer branding campaign that highlights what’s so special about working for this organisation and that helps attract new talent – something that’s more important than ever in today’s tight labour market.

In this campaign, the municipalities jointly present themselves as an organisation where employees can make a real difference. Because working for Haarlem and Zandvoort means working for a wide and varied range of residents, entrepreneurs, and visitors – people with unique opinions, motivations and characteristics, with which (future) colleagues can identify and draw inspiration from. The impact colleagues can make is visible the moment they step into the city or town.

For the campaign, PROOF developed:

• An Employer Value Proposition (EVP)

• An employer branding concept

• A media plan and strategy (in collaboration with media partner ZIGT), including media buying and continuous monitoring and optimisation

• Development and production of testimonial videos (in collaboration with partner Zcene)

• Design and production of various offline materials (from billboards and NS screens to bus ads and cinema commercial) and online materials (from website content and display ads to LinkedIn content)

• Internal launch of the employer branding campaign: development of an activation strategy and production/deployment of various materials

Mood film