Vacature.com: Talent Manifesto

”On one hand the war for talent in Belgium is over. People decide were they want to work. They have a choice. But 50,000 job openings are not being filled in our country! There is a shrinking working population. We call that the talent paradox.”

Diane Devriendt, marketing director of Vacature.com, told a story of a campaign launched by this Belgian Job Classifieds Media company.

Mrs. Devriendt and her collegue - the chief editor Marian Kin - spoke at the INMA/IFRA Classified Advertising Seminar, organized in Prague on October 22-23, 2008.

”To challenge Belgian people’s view on talent we needed to expand their view,” Mrs. Devriendt explained.

Their ”Talent Manifesto” campaign was a social programme for ”a sustainable approach to talent recruitment”. A campaign that used all the classic and new media platforms.

”Our target was to expand the definition of ‘talented men and women’ in Belgium,” added Mrs. Kin.

They focused on four grops of people which find it hard to get recruited:

• people over 50
• immigrants
• people with a handicap
• foreigners

Thousands of persons signed the manifesto, many more acknowledged the campaign and appreciated it.

“The manifesto and campaign ‘Talent Manifesto’ gave Vacature.com a positive brand image. It was an opportunity to promote advertisers, especially the once that actively promoted the values behind the manifesto,” said Marian Kin.

Here are some TV commercials from the Vacature.com campaign:

”People over 50 are priceless”

”People with a handicap can work”

”Foreigners come here for our prosperity”

”Immigrants want our jobs”

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