Dutch job board Nationale Vacaturebank comes really close with hyper-local campaign

Amsterdam, January 17th 2024
​Nationale Vacaturebank introduced the new tagline "Je nieuwe baan is altijd dichtbij" (Your new job is always nearby). On Monday January 15th the corresponding marketing campaign kicked off. The campaign focuses on regional and sometimes even very local customs, language, and landmarks. The message is clear: you don't have to search far for a new job.

Working closer to home is becoming increasingly important

Recent research among 16,000 respondents (conducted by QA research on behalf of Nationale Vacaturebank) indicates that a job around the corner has become more important for workers. More than half of the Dutch population (53%) states that, especially since the pandemic, they have placed more value on a job nearby. This trend is even more prominent in the western region, where 6 out of 10 workers prefer a shorter commute to work. This insight aligns with the repositioning of Nationale Vacaturebank. As the largest job site of Dutch origin, the offerings are not limited to the big cities; they are anchored throughout the country.

A hyper-local campaign with 82(!) different expressions

This is now being reinforced with a nationwide campaign that has an above-average regional focus. With the tagline "Your new job is always nearby" and the accompanying expressions, the job site makes it clear that you don't necessarily have to travel far to find a job that suits you. There are plenty of jobs in your vicinity. Through a total of 82(!) different campaign expressions, Nationale Vacaturebank communicates with the target audience in their own dialect or plays into the region or place where they live.

For example, messages in the province of Friesland state that there are 53 jobs where you can speak in your mother tongue (yes, in Frysk), and someone from Brabant is reminded that they can find a good job below the rivers or simply have lunch with ons mam (your mom). Moreover, there are plenty of jobs where you don't have to sit in traffic, as you read beside the highway - while sitting in traffic. Did you know that there are 212 jobs where you pack the eel at 5 o'clock? A line only the people from Twente will understand, and that's exactly the point.

New tool to find a job nearby

The campaign's launch coincides with the release of a new feature on Nationale Vacaturebank's website. With a new tool, job seekers can now discover directly on a map which jobs are actually available around them.

"Job seekers today think differently about what they find important in their job. It is becoming increasingly important that a job fits perfectly with you and your life."

Suzanne van Malsen, head of marketing at Nationale Vacaturebank explains: "Job seekers today think differently about what they find important in their job. It is becoming increasingly important that a job fits perfectly with you and your life. That you finish on time to pick up your children, that you can be yourself, and that it's conveniently located. This is strongly reflected in the new campaign. And with the new online tool, job seekers can actually search differently."

"Quite the interesting challenge to be relevant with every expression in every location."

Happiness Amsterdam is responsible for the campaign. Joey Boeters, creative partner, says: "Although the Netherlands is a small country, each region is completely different. For us, it was super interesting to search for clever local findings to draw attention to how many jobs are actually nearby in a striking way for the people in that place. Quite the interesting challenge to be relevant with every expression in every location."

Wide media coverage

The campaign is logically deployed widely in Out-Of-Home (OOH), with 69 masts along various major highways within the Netherlands, via bus shelters and FSUs along various regional roads throughout the country, and for three weeks in the GVB buses of Amsterdam.

Additionally, all specific regions are optimally reached through the DPG Media network. Via newspapers and magazines, as well as through display advertisements and takeovers on the regional titles of DPG Media. META campaigns are also used, and the campaign will be heard on radio and podcasts.

The campaign runs from January 15th to March.

Credits

Adverteerder
​Nationale Vacaturebank

Suzanne van Malsen, hoofd marketing
​Kimberley van Zuijlen, campagnemarketeer

Concept en creatie
​Happiness Amsterdam

Nik Sluijs, creative partner
​Joey Boeters, creative partner
​Daan de Raaf, strategic partner
​Iris Minnema, business partner
​Dries Lauwers, head of design
​Vincent Sapthu, design
​Nienke Kersten, design
​Marie-Charlotte Baert, motion

Uitwerking
​Bureau Pünktlich (part of P3 group)

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For questions and morde information about the campaign, please reach out to Joey Boeters, +31(0)6-819 58 195