Liberein, created from a merger between Bruggerbosch and Ariëns Zorgpalet, offers professional care to elderly people in the entire chain of care, treatment, welfare, services and housing. With various locations in Enschede and Glanerbrug, they offer care to more than 1,300 people with more than 1,400 employees.
Liberein stands for experience-oriented working. This personal element is strongly anchored in the DNA of the organization. Employees who act out of genuine interest and love for the profession. They make the difference. You can see that, you can see it. In everything they do. The theme "Loving care, basis for happiness" does not only apply to clients, but also applies to Liberein employees.
Liberein made an entire floor, the sixth, available for people with a somatic nursing home indication. Bert was commissioned to develop a campaign for a whole new team of specialists who not only had to run this department but also had to design it completely according to their needs.
Doop suggested not only to focus on recruiting a completely new team for this challenge, but also to strengthen Liberein's positioning. This positioning had received insufficient attention during the merger. A visible campaign in the public space was chosen in combination with an online landing platform where all the information could be found and people could apply.
Doop came up with a stimulating outdoor campaign that focused on the challenge of thinking about setting up a new department. The strategy yielded a huge response and the platform had to take a few weeks, even complete teams to register, reporting that the procedure was closed. The aim of also raising the profile of the organization generated many positive reactions from employees internally. They felt recognized and seen as employees of Liberein.