The goal was to establish PUK as an attractive employer and thereby increase the number and quality of applications in order to fill more vacant positions. We solved this task with a sophisticated campaign concept that supports the strategic goals of PUK.
The staging of the PUK as an attractive employer and respected training center was increasingly implemented on new channels by means of targeted campaigns.
Another challenge for the PUK is the still existing stigmatization of the field of psychiatry, which continues to struggle with outdated prejudices. For this reason, an information offensive was also used in communication, which breaks with the outdated image of psychiatry with a great deal of transparency and openness.
Netgen designed and implemented an effective employer branding campaign for PUK with a message-driven content strategy and a comprehensive package of measures.
The heart of the campaign is a decentralized microsite consisting of six thematic landing pages. Here, as the most important brand ambassadors, employees from the area of nursing convey in testimonial videos what makes PUK an attractive employer.
During a test phase, Netgen used Google Ads to determine which messages were most relevant for which target group. Based on the insights gained in this way, the main topics and the corresponding content of the employer branding campaign could be optimally tailored to the various target groups.
The landing pages are promoted with targeted Google Ads and social media campaigns, which are continuously tracked and can be adjusted as needed.
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