Hanab - Technisch de Beste
- Strategy
- Content
- Platform
- Media
Hanab is a relatively new name in Dutch tech infrastructure, born from three VolkerWessels companies with 160+ years of combined heritage. Five divisions, 3,600 people, and the kind of work the country literally runs on: energy grids, heat systems, water, telecom. The challenge: positioning a young brand as employer of choice in a sector drowning in generic recruitment communication, and turning awareness into applications. We built the full funnel end to end.
We distilled what people on the shop floor actually feel into a sharp positioning: Technisch de beste. Not an aspiration – a claim. A quality promise to clients, a badge of honour to (future) colleagues. The best technicians want to work at the best employer, the same way the best players want to play for the best team.
"Our target audience doesn't choose an employer because of a pretty marketing story."
Project Nederland makes that pride visible. Films open on extreme close-ups of hands welding, drawing, building – then zoom out, scene by scene, until the bolt in the meter cupboard connects to the network powering the country. Raw, honest stories from the workforce do the rest.
Across DOOH, print, radio, online audio and digital, we built a complete asset suite and took it live nationally – backed by a media plan designed to reach technical professionals in the moments and places that actually matter to them.
Sitting at the heart of it is werkenbijhanab.nl, a brand-new careers platform that picks up exactly where the campaign leaves off. From billboard to application, candidates move through one continuous experience.
And because none of this is worth much without insight, we made every touchpoint measurable – from the first glance on the motorway to the apply-click on the site. Creative, media, platform and data work as one system, giving Hanab a live view of what’s landing and the ability to steer in real time. The result: one integrated candidate journey, built to deliver a guaranteed lift in qualified applicants and conversion.
