How QuaRijn is building stable intake with a strong message, work-by site and AI technology
In the healthcare sector, everything revolves around caring for people. But how does a large healthcare organisation ensure it attracts enough new colleagues? QuaRijn opted for a change of course, replacing one-off campaigns and fragmented follow-up with a future-proof approach. With a distinctive employer brand, a strong careers website, ongoing campaigns and an AI Assistant, QuaRijn, together with Getnoticed and MrWork , created a synergy that ensures a continuous intake of staff. In this case study, you can read how QuaRijn developed this recruitment strategy.
"Caring about the other makes doubly happy"
You feel that every day when you work for elderly care organisation QuaRijn. With 1,750 employees and 500 volunteers, they care about elderly people in the Utrechtse Heuvelrug and Gelderse Vallei region. And that gives satisfaction, to clients and to themselves. Grateful work, but that does not alleviate the shortage on the labour market. QuaRijn is also facing the recruitment challenge that the whole sector is struggling with.
Esmée Burger-Coors, Communications and Marketing Manager at QuaRijn, explains: “We have overhauled our labour market communications and recruitment. Previously, we didn’t have a distinctive narrative compared to other healthcare organisations; campaigns were sporadic and the intake fluctuated. Given our recruitment needs – for example, we currently have over 65 vacancies – it was vital to change that.”
"We had no distinctive story, campaigns were occasional and inflow variable. With 65+ vacancies open, something had to change."
Esmée Burger-Coors, Manager Communication and Marketing
Building stable intake
Step 1: a distinctive message
QuaRijn tackled these challenges head-on and addressed every stage of the process, from employer branding to follow-up and assessment. Koen Wemmenhove, interim labour market communications specialist at QuaRijn, explains: “Although QuaRijn has a strong identity, this wasn’t yet properly reflected in our employer narrative. We tackled this head-on, and the slogan ‘caring for others makes you twice as happy’ is the result. With this unique identity and message, we now run continuous employer branding campaigns, and we follow up with job-specific adverts for people who show an interest in our content. We’ve set this up automatically using MrWork software.”
Step 2: always in sight of the target group
Naturally, QuaRijn also wanted to clearly showcase who they are and what their story is on their careers site. To achieve this, QuaRijn called on the expertise of Getnoticed. “We’ve created a careers site that truly embodies the QuaRijn spirit. It’s more than just a pretty picture; it’s the place where everything comes together. We’ve built the site so that healthcare professionals can find their way around effortlessly. By focusing on a logical candidate journey and a strong brand story, we ensure that visitors don’t just browse, but are genuinely inspired to take action. The site is the foundation on which all our campaigns rest,” says Mitchel Weekers, account manager at Getnoticed.
Step 3: it's all about applying
Authentic employer story: tick. Traffic to the careers site: tick. Now the aim is to convert those interested candidates into applicants. QuaRijn achieves this using MrWork soft conversion toolbox. Candidates can easily get in touch with QuaRijn via a job alert, by starting a WhatsApp conversation or by filling in short forms, positioned in strategic locations on the site. Josien van Woerden, corporate recruiter at QuaRijn, explains: “The combination of ongoing campaigns, a strong careers site and these accessible ways to get in touch has resulted in a higher and more stable influx of candidates. Something we’re very pleased about!”
Step 4: AI colleague support in communication and follow-up
In addition, Josien and Iris (both corporate recruiter at QuaRijn) no longer have to worry about the response time after a message from a candidate. The MrWork AI Assistant picks up the first contact: candidates' questions are answered 24/7 and a pre-qualification is performed immediately, giving recruiters extra context with each candidate and allowing for a more personal interview. Thus, AI benefits not only efficiency, but also the candidate experience!
Recruitment is always ongoing
By making smart use of technology and exchanging data between campaigns, the website and follow-up, QuaRijn have realised a way of working that delivers great results. And getting better all the time.
Iris Wienese, corporate recruiter at QuaRijn, explains: “We save time. Of course, this is thanks to the AI Assistant, which handles candidate enquiries and initial screening, but also, for example, because all responses come through the multi-channel inbox. Whether a candidate responds via WhatsApp, a widget on the website or a form in a campaign, we can track everything from a single central dashboard.”
Not only does this result in a shorter time-to-hire, it is also a nice way of working for candidates. Josien explains: "In the current job market, every candidate wants a quick response. Previously, this sometimes took too much time, causing candidates to drop out. Now they get immediate answers to their questions and know much faster whether they qualify for a vacancy. That can only be positive in my opinion."
An ever stronger whole
According to Esmée, AI offers many opportunities, provided you find the right balance between personal contact and technology: "Using AI as an extra colleague is very smart, because it saves an awful lot of time and for candidates it is nice to know quickly where they stand. I see many software vendors shouting a lot about AI, but MrWork is actually taking steps and coming up with concrete applications. I do think it is essential to find the exact moment when technology transfers contact to a human. If you get that sharp, then it's a fantastic advance!"
“QuaRijn now has a very strong foundation on which to build. Because data is shared between MrWork and Getnoticed’s careers site, both systems are becoming increasingly intelligent. This enables you to work towards a data-driven and scalable recruitment strategy, in which employer branding, the website and AI recruitment work together seamlessly,” says Martin de Ruiter, CCO at MrWork.
"Data sharing between MrWork and Getnoticed makes both systems smarter - the basis for a data-driven, scalable recruitment strategy."
Martin de Ruiter, CCO at MrWork
