Employer branding campaign & career website for an Accountancy firm
2018 – In a highly competitive market, how do you attract new talent? How do you make your firm stand out among competitors? By taking a human‑centered approach.
In 2018, together with the Marketing & Communications team of De Jong & Laan and agency Macknificent, we developed a new employer branding campaign. The goal was to position the accountancy firm as an attractive employer and highlight its people‑oriented culture to students, young professionals, and experienced accountants.Central Message: Character Counts
At De Jong & Laan, whether you are an accountant, tax advisor, or HR consultant, you are first and foremost yourself. Being yourself is seen as a prerequisite for personal growth. This philosophy was translated into the campaign payoff: “Karakter telt” (Character Counts).
Our own employees were placed at the heart of the campaign. By showcasing real colleagues simply being who they are, we demonstrated that personal qualities are valued just as highly as professional competencies. In a performance‑driven industry like accountancy, this human approach delivered a refreshing and attractive message to potential employees.Humanity attracts
Media strategy
The campaign was rolled out across multiple channels:
Outdoor advertising near regional offices
Online display ads and social media campaigns
Features in trade magazines
Personal video commercials starring employees
Career fair materials, including a striking booth wall, roll‑up banners, and branded giveaways
This multi‑channel approach ensured maximum visibility and engagement with the target audience.
Career website
A crucial part of the campaign was the launch of a dedicated career website (werkenbijjonglaan.nl). I was responsible for leading the website development process and content strategy, working closely with web developer Trimm. Key priorities included:
Clear UX and UI design
Mobile‑friendly performance
Strong SEO structure
Integration with the desired ATS system
Also in the website the human-centered approach was paramount, leading us to integrate features that allowed visitors to easily contact recruiters and ask questions, have an insight into the recruitment process and benefits packages, even giving them an insight into the office location they would end up working in. We worked in agile sprints with user stories, involving a multidisciplinary team of product owners, developers, designers, and UX specialists.
Content Creation & Strategy
I oversaw content creation and planning, ensuring that all campaign materials directed candidates to the new career site. Paid social media and Google Ads drove traffic to the platform, where students, young professionals, and experienced accountants could explore career opportunities and easily apply for vacancies.
This new website not only increased visibility of De Jong & Laan as an attractive employer but also gave a significant boost to the recruitment process.
Cultural Differentiation
While the firm operates at a high professional level similar to other major players, its culture makes the difference. By emphasizing human connection and authenticity, the campaign encouraged highly educated professionals in the financial sector to consider De Jong & Laan as their employer of choice.
Impact & Results
The campaign achieved strong results:
Increased awareness and employer brand profiling
Higher number of applicants per vacancy
Improved quality of applications
Positive influence on candidates’ decision‑making during recruitment processes
Internally, the campaign fostered pride and strengthened the employer brand among employees, leading to more referral actions. Externally, clients and prospects recognized familiar faces in the campaign, sparking enthusiasm and even generating new business opportunities.
Credits
This project successfully strengthened Twente’s tourism brand, combining brand strategy, visual identity development, concept creation, destination marketing, and content strategy.
The campaign received positive feedback from visitors, reinforcing Twente’s position as a top destination in the Netherlands and boosting longer stays and tourist spending.
Lead on content & website development: Marlies Nijmeijer
Employer branding: Macknificent
Website: Trimm
Sources: https://www.werf-en.nl/menselijke-benadering-jong-laan-aan-nieuwe-accountants-moet-helpen/ , https://www.werf-en.nl/de-campagne-waarmee-de-jong-laan-liet-zien-dat-elk-karakter-telt/ , https://www.macknificent.nl/cases/de-jong-laan-karakter-telt/
