The Jessa hospital has become the second largest employer in Limburg since the merger in January 2010. The problem, however, is that the job of nurse is still one of the greatest shortage professions. This is why an increasing number of hospitals want to attract students for a job when they are still at the school desks. Jessa's first request of RCA was therefore to include the hospital as an employer in the market. RCA also had to convey the strength of the merger and show that ambitious nurses get the most opportunities at the Jessa hospital. After all, Jessa offers a ‘tailor-made’ job.
A ’tailor-made’ job… The concept RCA had in mind of course refers to fashion. We started communicating with the target group with this totally new line of approach. We showed that Jessa is more than just a care institute, as it is one where the focus lies on the employee. We always developed the campaign around a major event in the Hasselt fashion museum. Students were invited via direct mailing and Facebook and were able to register via SMS. They entered the world of Jessa through the catwalk and a photo shoot. Group conversations with heads of department and people from the field, style advice by Jani Kazaltzis, massages, manicures, entertainment, drinks and snacks, etc. The entire concept was continued in all information bearers: buses, advertisements, Facebook, a jobsite, etc.
The concept generated a lot of fun, but the focus always lay on informing. The concept was also a success at job fairs, among others, through Jessa designers Lars and Extra Lars who designed the entire campaign together with our own staff. The result was more awareness of the new Jessa brand. No less than 150 future nurses came to the events and the Jessa jobsite also generated a lot more traffic. This way, we laid the foundation for a further extension of the Jessa employer brand.
