The need for a new reputation

(what really works in the world of work?)

UWV, the Netherlands' public employment service and social welfare agency, faced the challenge of a changing public perception. It’s tasked with everything from managing unemployment benefits and facilitating job market re-entry, its mission extending to all facets of workforce development and social security.

However, it had to make a big shift from an image of bureaucratic computer-says-no aloofness to a dynamic, inclusive, and supportive organisation. The challenge was two-fold: boosting its reputation among the general public and key stakeholders like the government, while also building a more compelling employer brand to attract the right talent to move its transformatively human agenda forward.

A fresh take on employer branding

(winning hearts and minds)

We started by developing an overarching strategy and new positioning for UWV, encapsulated by the brand promise "UWV works for us all." This foundational work created with the entire board, internal stakeholders and their marketing team laid the groundwork for a narrative that directly aligned with UWV's mission and societal role. We then brought this strategy to life through an ongoing series of mini-documentaries and events.

Each documentary, including the story of Gerard, showcases real-life examples of how UWV's services impact individuals, the people around them and the communities they’re part of, reinforcing the agency's vital role in society. Concurrently, the "KRAP" events served as a platform to discuss labour market challenges and solutions, further embedding UWV's new positioning into the public consciousness and building a more human image and reputation.

A new and improved image

(because when you serve the public, flaunt it)

The campaign significantly enhanced UWV's reputation, with measurable upticks in public perception and internal pride. There was a notable improvement in UWV's Pulse score, reflecting an enhanced public image and increased employer attractiveness. Internally, the initiatives fostered a sense of pride among employees, who saw their work represented in meaningful stories that resonated with the broader community. This internal boost complemented the external reputation gains, demonstrating the campaign's holistic impact on both UWV's public standing and its internal culture.