FPS BOSA

How can we strengthen our employer branding, optimize our communication, create recognition, fuel internal pride and engage ambassadors? These questions were put to us by FPS BOSA.

However, we were not going to work on the employer branding of just FPS BOSA, because it serves as the HR partner of all government agencies. In other words, we were working on the employer brand of the entire federal government. This required a single identity for all the different organizations, with a coherent and relevant communication concept and clear guidelines for narrative, internal and external communication.

First, we mapped employee perceptions, external image and awareness of the federal government. We did this with desk research, several workshops, market research and street interviews, among other things. With the assets, pain points and misconceptions we uncovered, we defined the employee value proposition, content pillars and character traits.

This was our foundation for building a versatile and recognizable concept for all future employer communication: werkenvoor.be / travaillerpour.be. This simultaneously became the new name for Selor, the federal government selection agency and platform for Belgian government jobs.

We developed werkenvoor.be into a communication plan for the coming years. And that at four different levels: for the federal government as a whole, per content pillar, per individual FPS institution and per target group. In each case, we split up the various objectives: building the new employer brand, inspiring candidates and employees, activating them and increasing ambassadorship.

Finally, we translated this concept into a handy and comprehensive employer brand book with clear guidelines for campaign materials, key messages and applications for the various FPS institutions and websites.