APG wants to project the image of a distinctive, attractive employer. This is a necessity, since good professionals are hard to find in the current market. Moreover, the pension fund manager is faced with an aging population and a shortage of highly educated potential employees. APG’s name recognition among this target group still has to be built.
Edenspiekermann has boosted APG’s employer image by further developing APG as a brand. In other words, first we sell the organisation, and then the job. Edenspiekermann developed a long term employer branding strategy.
This has led to the creation of the ‘just imagine campaign’, where ‘just imagine’ stands for ‘picture this’ and ‘let’s get to know one another’. With headlines such as ‘Just imagine...your work affecting the lives of 2.6 million people’, we stress the scale and social responsibility APG must contend with each day.
The concept lends itself well to differentiation among various target groups. For instance, for the capital manager group, we emphasise the large sums we handle, and focus less on the social impact.
Edenspiekermann transmits the employer branding concept through online and offline advertising, a website, and a stand at trade fairs.
