Hoogheemraadschap van DelflandStructural visibility in a tight labor market

HH Delfland works daily on a safe and livable environment. Work with direct societal impact. At the same time, the organization operates in a job market where technical and enforcement roles are scarce and target groups are hard to reach.

Additionally, employer branding in this category often remains functional. The content is strong, but the story doesn’t sufficiently reach the target audience. The question became clear: how do we make HH Delfland visible as an attractive employer and ensure a steady flow of candidates?

An integrated labor market communication approach where strategy, content, and channels converge. From a sharp positioning, we developed a scalable campaign system across the entire candidate journey. We brought the work back to the core: what you do matters. Not as an abstract story, but made visible through real employees, roles, and work situations.

The approach was translated into a continuous use of channels, each with a clear role:

• YouTube and Display for reach and visibility
• LinkedIn for the right audience
• Google Search for direct demand and conversion
• Retargeting for follow-up and activation

No standalone campaigns, but an ongoing approach that adapts to the audience and is continuously optimized.

HH Delfland has established a structural foundation for employer branding and recruitment. With millions of contact moments, the organization has become visible within the region and among relevant target groups. Awareness and activation reinforce each other: while video ensures recognition, targeted campaigns drive applications.

The results show that this approach works. High CTRs on job campaigns and quality traffic via LinkedIn and Google confirm that the right target audience is being reached and mobilized. The result is a scalable approach that ensures: more visibility, better alignment with the target audience, and a continuous influx of candidates.