about

Recruitment communication is often inside-out. Companies talk about themselves, often in ways that lack distinctiveness. In the “What Drives You” campaign for AFAS, the approach was built from the target audience outward.Viewers recognize themselves because the audience is literally brought into focus, by asking what drives them in a job.

A defining element of the campaign is that video was chosen as the leading content format, across all stages of the journey. In combination with the broader media mix and distribution strategy, the campaign primarily generated high-quality reach.

With this video series, Formatique won the Gouden Grand Prix Content Marketing Award in the Business to Employer (B2E) category. Formatique developed the concept and produced this video series from A to Z.