The power of employer branding in a complex labor market

VolkerWessels is a leading construction and infrastructure group with operating companies, each with its own identity, specialization, and target group. In a labor market where technical talent is scarce, this diversity simultaneously presented a challenge: how do you build a strong and recognizable employer brand without losing the individuality of the separate companies?

One employer story

In addition, competition for technical and specialist talent intensified. Candidates are broadening their horizons, are more critical, and expect an employer with a clear narrative and recognizable values. Standalone recruitment campaigns and vacancy communications provided an insufficient response to this development.

Employer branding as a strategic foundation

Together with UP, VolkerWessels focused on employer branding as a structural and strategic part of recruitment. Not as a standalone campaign, but as an overarching narrative that guides communication, positioning, and visibility.

The focus was on formulating a recognizable employer branding strategy that reflects the scale and diversity of the group. In doing so, consideration was given to what connects VolkerWessels: craftsmanship, social impact, pride, and long-term commitment. This core was translated into consistent content and communication, which can be deployed by the various operating companies and adapted to their own practices.

Recruitment Marketing Automation supports this approach by making employer branding continuously visible to relevant target groups. Not only when vacancies exist, but also, and especially, during the candidate orientation phase. This creates a continuous candidate journey in which recognition and trust are built.

More recognition and stronger influx

The structural focus on employer branding has led to a clearer and more consistent image of VolkerWessels as an employer in the labor market. Candidates gain a more realistic and complete picture of working within the group, ensuring a better alignment between expectations and reality.

In addition, this approach supports the operating companies in their recruitment challenge. By utilizing a shared narrative and central support in visibility and campaigns, they can attract talent more effectively and targeted. Employer branding thus functions not only as a communication tool, but as a foundation for the sustainable influx and retention of employees.