During the assessment of the employee journey, we used depth interview, questionnaires, and focus groups to assess all steps of Arcadis Netherlands’ internal and external employee journey. 

We subsequently delved deeper into attracting talent. In doing so, we looked at how (potential) candidates view Arcadis as an employer, which strategic target audiences we can distinguish within the organization and what the needs and characteristics of these target audiences are, and how Arcadis wants to position itself in the market to attract the right talent. 

To achieve this, we used questionnaires across a period of two to three months, conducted one-on-one depth interviews, and organized focus groups.

During the follow-up phase of the project, we zoomed in on the information needs of the strategic target audiences. What do the different groups want to know about Arcadis Netherlands as an employer, and how can we best reach them? Per strategic target audience, we spoke to different employees and invited them to participate in the campaign.

After answering the above three spearheads, we got to work on developing an employment-market campaign. We developed and presented two conceptual directions, after which we continued developing the concept Arcadis Netherlands selected. The campaign contains general content that is deployable for a wide target audience and content aimed at the more specific target audiences.

While developing the campaign, we paid attention to two important subjects: 

• We wanted to show that our projects truly contribute to improving the living environment in the Netherlands, and with this, underline the social importance of Arcadis. We not only wanted to show that Arcadis is building technical bridges, but also that Arcadis is helping people get from A to B.
• We wanted to show the people behind our projects and spread a personal message. This design principle was drafted after our investigation showed that many people perceive Arcadis Netherlands as a listed, rather than personal, company.