Springbok takes care of ZORG’s employer branding


Belgium, Mechelen, 4 May 2023 – The general hospitals AZ Sint-Elisabeth (Zottegem) and az Glorieux (Ronse) cooperate closely through their ‘ZORG’ partnership – Dutch for ‘care’. To put a face to their fascinating collaboration, the pair went knocking on Duke & Grace/Springbok’s door last year.

Our first offering to them was a comprehensive new brand identity for ZORG, including brand positioning, logo and brand book. We have since also started working on ZORG’s employer branding – one of seven key objectives listed in our operational plan for the partnership.

The latest tangible result? Two video testimonials, co-created by production company Rocket. We captured the unique stories of two members of the ZORG team, partly using analogue film (celluloid). Both videos, which will be posted on social media and in other channels, were filmed at the two hospitals themselves. ZORG’s own staff members played the lead, without any script or pre-plotted scenes to fall back on!

The testimonials focus on the concept ‘ZORG, a meaningful job just around the corner’. While the videos don’t sweep the difficulties of working in the healthcare sector under the carpet, they do illustrate the life-saving importance of doing so – whether as a nurse, doctor or IT technician. Joining ZORG means opting for a fascinating job close to home with plenty of benefits, including opportunities for growth, a healthy pace of work, job security, childcare, and exercise classes. Apart from these testimonials, Duke & Grace/Springbok also developed a personalised landing page for ZORG’s vacancies, accompanying social media posts, and an interview for job-seeking site Jobat. The icing on the cake is the striking DOOH (digital out-of-home) ads that now grace Basic-Fit gyms, train stations and the streets of Zottegem, Oudenaarde and Ronse.

Pieter De Baets, Brand Director, Duke & Grace/Springbok:

“It is really nice to create something that makes society a more caring place. We are excited that we got to this moving, surprising and creative interpretation of a rather functional recruitment briefing for hospitals in the Flemish Ardennes. The fun result truly reflects the atmosphere at ZORG. These are workplaces that make you feel right at home straight away!“

Stefaan Blomme, CEO, ZORG:

“Our cooperation is both professional and enjoyable. Duke & Grace/Springbok effortlessly sense how to develop a future-proof communication strategy for us. Better still, they know exactly how to translate such a strategy into a concrete implementation plan.”