Hey, Dutch, Get Yourself to Prague!
Accenture’s BPO (Business Process Outsourcing) division was looking for Dutch-speaking people for their Prague centre. Since Dutch-speaking folk are quite thin on the ground in Central Europe, we conducted a recruitment campaign right in the Netherlands and the Flemish part of Belgium.
The headline, “Get to Prague. Great job opportunities for Dutch speakers”, was communicated exclusively in English, since English as a second language was a must. In fact, the challenge of this recruitment campaign was to attract a very niche target group that could be interested in working and living in Prague, so this group required a very special appeal.
The media mix consisted of nationwide print, selected university and MBO (Hoger Beroeps Onderwijs, literally "higher professional education") websites, job portals and job fairs’ support in the cities of Utrecht (NL) and Ghent (BE).