A human-centred recrutement campaign
The shortage of healthcare staff in Belgium is a major challenge for many hospital structures. CNDG needed to fill over 20 nursing positions within a very short timeframe, in a context of strong competition and a tight labor market. To address this, the clinic called on Arpeggio to design a recruitment campaign that was differentiating, sincere… and effective.
Rather than relying on generic images or institutional messaging, we created a campaign focused on the real faces of CNDG. The concept adapts the clinic’s slogan — “L’essentiel, c’est vous” (“What matters is you”) — to address each potential candidate personally: “L’essentiel, c’est toi” (“What matters is you”). A direct, warm invitation that reinforces a sense of belonging and reflects the human, family-oriented DNA of the institution.
The campaign was deployed across a wide range of channels: social media (Facebook, Instagram, LinkedIn), Google Ads, local press, postal mailings, website, flyers, on-site POS, vehicle lettering, and active participation in Job Days. Each touchpoint was designed to create visibility, spark interest, and drive action. In parallel, Arpeggio supported CNDG in organizing the internal handling of applications to streamline the recruitment process.
The campaign generated a significant number of CVs in a short period, with diverse, motivated profiles aligned with the clinic’s values. The client praised both the relevance of the concept and the overall effectiveness of the approach, which combined creative strategy, channel management, and HR support. Proof that employer branding, when sincere and well-executed, can make all the difference in a competitive labor market.
