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Bringing hidden crafts into the spotlight
How do you write a job vacancy for a role full of creativity, craftsmanship, and adventure so diverse that an article or newspaper ad just doesn’t cover it?
Zuidkoop’s world is built on craftsmanship, creativity, and a type of expertise that doesn’t fit inside a simple job description. Our task was to transform these complex roles into a clear, inspiring narrative that speaks directly to potential candidates.
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A three-part content approach
To capture both the scope and spirit of Zuidkoop’s work, we developed a structured strategy built around three content pillars:
- Short-form awareness videos: Designed for social targeting, these videos introduce the creativity, color, and energy of working at Zuidkoop. They spark interest and speak the visual language of the audience.
- A comprehensive photography library: Created for digital and print use, offering Zuidkoop long-term assets for recruitment, employer branding, and corporate communication.
- Three in-depth recruitment films: Featuring current employees who share their craft, their growth, and their journey inside the company, bringing real voices and real stories to the forefront.
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Storytelling rooted in authenticity
Our creative approach centered around personal storytelling and visual craftsmanship. We built a setting where employees felt comfortable speaking freely on camera, supported by a personal, accessible interview style that allowed genuine expression to shine through.
By showing real people doing real work, we made the invisible visible: professions without standard training paths, roles that rely on talent, collaboration, and passion.
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Lowering barriers, raising pride
The campaign not only increased interest and applications, it strengthened internal recognition and pride.Employees saw their work reflected in a way that felt respectful, accurate, and inspiring.
And for new candidates, the threshold to imagine themselves in such a role became significantly lower, which was a major focal point that we wanted to achieve with this campaign.
video deliverables 16x9