In order to put UMC Utrecht and WKZ on the map as great employers, the organization started deploying their own employees as a means of communication years ago, a method based on the Social Shift. “After all, employees can tell like no other what fantastic, special and sometimes emotional moments they experience during their work,” says interim recruiter Tonny Keijers.
By introducing the Social Shift structure in the organization, we worked on positioning UMC Utrecht as an employer and also on strengthening their employer branding. The demand for extra care employees is enormous and this is precisely why the social media channels of employees play an important role.
Together with Apostle, UMC Utrecht, created an innovative pla to attract new healthcare workers. In the pilot phase, a small start was made with 2 different divisions. After this successful pilot it was expanded to 7 divisions within the hospital. First, healthcare workers were added to the Apostle platform to share vacancies, but also authentic stories in their networks. This authentic visual material was then used in social media campaigns to achieve a better result. “We promote our vacancies by means of remarketing, so that we also reach the latent job seekers. And thanks to the stories they have already read through our ambassadors, they are already enthusiastic before they have even taken one step here. That's great, isn't it ?!”, Tonny enthusiastically expressed.
As of right now, more than 100 healthcare workers are actively sharing messages on their LinkedIn, Facebook and Instagram profiles. By doing this, they try to gain interest from colleagues, fellow students and acquaintances in jobs at UMC Utrecht. The personal networks of your employees (the ambassadors of your organization) are very valuable. “It is corporate and employer branding in one, but in a very personal - and therefore powerful - way. Storytelling has thus become an essential part of recruitment, ”says Liszy Bisschop, senior marketing & communication advisor. The use of authentic visual material in the advertisements has resulted in up to 2.6x more registrations for the vacancies.