Sint-Trudo Ziekenhuis

Thanks to steering and sounding board groups and instructive workshops, we discovered the levers and bottlenecks in the perception of employees, trainees and candidates of Saint-Trudo. Based on job drivers and golden moments, we determined the brand key model, employee value proposition, communication focus and employer communication narrative. According to employees and independent external research, Sint-Trudo does everything it can to make their staff's hearts beat faster. By staying close to each employee, working in small teams, providing coaching, and offering continuous training.

But what specifically does "close by" mean to the employees of St. Trudo? For them, it's small and big happinesses. Like laughing with colleagues. Blowing out after a busy shift. Being able to really help a patient. We called these happinesses "Werkgeluksbrengers" and divided them into 7 themes. We also poured the Werkgeluksbrengers into more than 20 unique 3D characters. Each time in a different context, but always recognizable, striking and specific to St. Trudo.

Just when we were about to launch Werkgeluksbrengers, the corona pandemic erupted. Our initiatives went on hold. More than a year later, we looked again at independent surveys and surveyed employees again. And what did it reveal? St. Trudo's employee value proposition and communications focus more than held up. Our employer-communicationarrative with the Werkgeluksbrengers was only confirmed.

And so it was finally time to launch the Werkgeluksbrengers. Small teasers, such as home-delivered "little lucky kittens" or a "work happier" playlist on Spotify, led to the official launch of the Werkgeluksbrengers at the annual staff event. In the following Week van het Werkgeluk, Sint-Trudo further disseminated the Werkgeluksbrengers via posters, screens, a Werkgeluksbrengers wall, etc. And via our Werkgeluksbrengers bibles with powerful quotes for both employees and candidates.

We also wanted to introduce the outside world to the Werkgeluksbrengers. An editorial series in Het Belang van Limburg brought authentic testimonies from Sint-Trudo employees. We also published one of these articles online and promoted it on relevant digital media. This was followed by affichage on bus lines, Facebook and Instagram ads, perfectly targeted online banners, Programmatic Video ... We even created TikTok videos, to reach final-year and young graduates as well. It was a success: Sint-Trudo received no less than six times more job applications than the average in Limburg.

That the Werkgeluksbrengers have a major impact both inside and outside of the hospital was beyond doubt. Meanwhile, Sint-Trudo faced new challenges because of the corona pandemic and the changing job market. The Werkgeluksbrengers gained a new dimension. They evolved from a platform to share joyful moments to genuine conversation starters. We still celebrate workplace happiness but also listen to what can be improved.

The broader concept Werken aan Werkgeluk (Working on Workplace Happiness) used the same recognisable visuals but stressed that workplace happiness cannot be taken for granted. It is something that the entire team has to work on actively: from the work floor to the management and vice versa. With an extensive questionnaire, strategic sessions and targeted workshops we involved the entire team.

The recognisable, cheerful hearts continue to grow with Sint-Trudo. In May 2025 they evolved once again into a new role. In the new launch, the staff take centre stage. The Werkgeluksbrengers move to the background and take on a more subtle role: on the shoulder of the nurse, on the steering wheel of the driver or in the kitchen next to the cook. This highlights the fact that it’s the people who create workplace happiness. With new visuals, 3D animations and motion assets we prepared the Werkgeluksbrengers for their new role.

We have to state the obvious: the Werkgeluksbrengers are far from finished. The fact that they’ve already celebrated their fifth anniversary proves that we’ve created a concept that’s truly alive. The core message remains: “What does workplace happiness truly mean at Sint-Trudo?”

Through real stories, we show what makes the hospital so unique: a warm, welcoming workplace with small, close teams and a strong sense of connection.