Domestic help is more than cleaning: it is care that gives quality of life. With Zorg voor Amsterdam, we developed a powerful image and recruitment campaign that made the profession visible, attractive and accessible again. The result: thousands of applications, a broader and more diverse pool of candidates and a direct contribution to shortening waiting lists in the city.

The issue

Amsterdam was struggling with long waiting lists in domestic care and a profession that had little visibility. New influx was urgently needed, but barriers in image, recruitment and onboarding were holding back suitable candidates. The challenge: to enthuse more people, get them through the funnel faster and give the profession a more positive face structurally.

Our role

We were the strategic director and creative engine. From brand proposition and online platform to media strategy, campaigns and tooling. We developed a complete ecosystem that brought together branding, recruitment, technology and local anchoring – always focused on lowering barriers and accelerating inflows.

The solution

Inclusive storytelling – Ambassador Mimouna brings taboos and cultural sensitivities into focus. In doing so, we not only increase inflow, but also social appreciation and pride.

Proposition & platform – The central platform zorgvoor.amsterdam with direct application flow, matching test and employee stories.

Targeted recruitment – Segmentation on over-50s, status holders, young parents, students, people from migrant backgrounds and incumbents, with content and benefits by target group.

Strong media campaign – DOOH and bus shelters in the city, commercials and series “Care for Each Other” on AT5, prerolls and social videos, complemented by always-on Google Ads and Performance Max.

WhatsApp & CRM – An automated onboarding tool that personally addresses candidates within minutes and instantly matches them with job openings, drastically reducing dropout rates.

Components and services realized

• Brand and campaign development
• UX and development carefor.amsterdam
• Content strategy and storytelling (photo, video, copy, AT5 series)
• SEO, SEA & Performance Max campaigns
• Social advertising and community management
• CRM and WhatsApp onboarding tooling
• DOOH and media buying strategy
• PR kit and partner communication

The result

• Over 1,700 applicants in the first campaign period – a record influx that has arguably shortened the waiting list.
• Greatly improved image: the domestic help profession is back on the map in a positive way. AT5 broadcasts and story platform created recognition and pride among both new and existing employees.
• Conversion + efficiency: the WhatsApp tool lowers dropout rates and accelerates placement. Candidates receive faster response, partners receive warmer leads.
• Local impact: campaigns in the neighborhoods where demand is greatest. DOOH and social targeting ensured visibility where it counts.
• Partner strengthening: joint campaign with Cordaan, Tzorg, Emile, Thuiszorg Inholland, NiconCare, Madeliefje, Alea Care and Sara home care, which now have a shared platform and unified message.

Visit the website zorgvoor.amsterdam

Additional

• Local activation with RWC/WSP, discussion evenings and collaboration with key people in neighborhoods.
• Inclusive storylines that discuss taboos and increase participation.
• An ongoing SEO and SEA program that ensures continuous inflow and structural findability.

Let us develop your campaign

Also developing a campaign that not only fills vacancies, but enhances image and social value? Let’s build together an approach that delivers results.