UMC Utrecht

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 with Apostle.

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Meet Customer

University medical centre Utrecht is one of the biggest healthcare institutions in the Netherlands. The Wilhelmina children’s hospital is part UMC Utrecht. With more than 12.000 current employees is UMC Utrecht one of the biggest employer organisations regionally.

"With this platform we prepare ready-to-use social media messages for our retailers that they can easily post with their smartphones, while working in their shop. This greatly increases our regional brand awareness and helps our dealers become active online. Today, social media has become part of our online strategy to take Shimano Service Centers to the highest levels."

- Erik-Jan Brunninkreef, Manager retail services & concepts at Shimano

“Easy to use platform with a very promising future”

- Walter Young, Marketing Program Manager at Canon

"Social media are an important part of our marketing mix. With Apostle's tools, we offer our customers valuable content at the right time in their customer journey. In addition, Apostle's tools support our employees in providing relevant content for their network."

- Luuk Slaats, CEO Centralpoint


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. “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.


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 in 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.

Get in touch with our expert Koen Jordaans to discuss the options for your company!

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