To increase the awareness of UMC Utrecht and WKZ as an employer, UMC Utrecht started encouraging their own employees to be brand ambassadors, based on the Social Shift method. “Healthcare employees daily experience fantastic, special and sometimes emotional moments during their daily work,” according to interim-recruiter Tonny Keijers. Health care workers are generally very mode about their job, because their work seems like ‘everyday work’ to them. However, these special moments deserve to be shared with the outside world. They can even create true ‘magnet-effect’ by attracting future employees with their stories. “The personal networks of our employees are extremely valuable. They provide a sense of corporate ánd employer branding in one, in a very personal – and thus powerful – way. Storytelling has become an essential part of recruitment,” concludes Liszy Bisschop, senior marketing & communications manager. Marketing and communication professionals need to learn to ‘let go’ and trust their colleagues. Brand ambassadors won’t create the perfect corporate social media post. However, their authentic and personal posts will create way more engagement than ever before.
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