Use case The Workbrand: creativity starts with data – how The Workbrand uses Giant for strong employer branding campaigns

20 August 2025
Case studies

The Workbrand specializes in employer branding and recruitment marketing. They help organizations develop a distinctive employer brand, target group–focused campaigns, and effective candidate journeys. For The Workbrand, it is essential to deeply understand their target audiences before creating a single line of copy or imagery. Giant plays a key role in this process—as a source of insight, inspiration, and validation.

Thirza Ephraïm - van Vuuren, Founder of The Workbrand

“We always use Giant as our foundation. It’s our starting point for audience insights, personas, EVP translation, and campaign strategy. Without that data, you’re basically just guessing.”

1. The challenge

The Workbrand’s clients—ranging from healthcare institutions and technical companies to government organizations—often face scarce talent that is both hard to find and hard to convince, complex questions about how to translate an EVP to diverse target groups, and limited budgets that demand maximum effectiveness.

To truly help their clients, The Workbrand needs target group information that goes beyond gut feeling or the use of AI tools. What motivates people? What are they looking for in a job? What are the differences by region, role, or sector? And how can you effectively align your proposition and channels with that?

2. The approach: Giant as a data source for every phase of the process

In nearly every project, The Workbrand uses Giant as a source of labor market data. They do this across multiple phases of their processes:

Target group analysis and personas

Giant is used to gain insights into:

Labor market characteristics of the target group (size, availability, recruitment feasibility)
Motivations and pull factors (such as development opportunities, job security, commuting time)
Media usage and information behavior

This data is combined with qualitative input (such as interviews or client knowledge) to develop realistic and distinctive personas. Sometimes it is even used to define or refine an employer value proposition (EVP) before continuing the process.

Translation into campaigns

Based on Giant insights, The Workbrand determines:

Which aspects of an employer proposition (EVP) are relevant to which target group
What differences exist between, for example, healthcare professionals and IT specialists, or between Limburg and the Randstad
How these can best be translated into campaign visuals, wording, and tone

Campaign strategy and channel selection

Giant also helps The Workbrand make the right media choices:

Insights into orientation channels (Indeed, LinkedIn, social media, etc.)
Regional targeting based on labor market data
Input for media partners or online specialists

Thirza Ephraïm - van Vuuren

“Our clients value that we are not only creative but also analytically skilled. Giant helps us make well-founded decisions—and that increases trust in our advice.”

3. Results: more relevance, more effective campaigns

Working with Giant delivers The Workbrand and their clients tangible benefits:

Better collaboration with clients, thanks to shared, objective insights as a starting point
Stronger creative concepts, because they are based on real drivers and preferences of target groups
Higher campaign effectiveness, since targeting and propositions are better aligned with what truly motivates the audience
Greater client trust, because creation does not come out of thin air but is backed by data

Example: campaign for a healthcare institution in Zeeland

A healthcare institution asked The Workbrand to help find two rehabilitation physicians to work in Zeeland, a region where such specialists are virtually impossible to source locally.

We carried out the following target group analysis:

How large is this group in the Netherlands?
In which provinces are there relatively many (potential) candidates?
How willing are they to relocate, and under what conditions?
What are their main pull factors (job content, culture, commute time, etc.)?

These insights formed the basis for:

A tailored proposition focused on work-life balance and purpose
A relocation package with concrete benefits
A unique campaign, Zeevalidatie, with a print magazine distributed to all rehabilitation physicians in the Netherlands

The results: 3 new candidates entered the recruitment process, 1 successful hire, increased brand awareness among the target group, and an important additional outcome: higher company pride among existing colleagues, who strongly identified with the Zeevalidatie concept.

Thirza Ephraïm - van Vuuren

“The result of the campaign may seem limited, but given the extreme scarcity in this region, the client was very satisfied. It turned out to be cheaper and more successful than using a headhunter. Giant was indispensable for us in this process.”

Conclusion

For The Workbrand, Giant is a fixed part of the creative process, providing direction and focus. By building campaigns on data, creative concepts emerge that truly work—because they are relevant to the people you are trying to reach.