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The Social Insurance Bank (SVB) is unknown to many, yet known to everyone. It is the organization behind the AOW (state pension), PGB (personal budget), and child benefits. Oh yes! After an official tender, Creative Direction won the contract in 2019 for the strategy, concept development, and production of this promising employer branding campaign.



"Working at the SVB. That offers opportunities." Because: interesting work, great colleagues, working for the Netherlands, and plenty of room for personal and professional growth. The long-running campaign is very effective.

In 2023, we broke all records by exceeding the recruitment target by 36%. Online ads were viewed 4.7 million times, and the videos performed well, even surpassing the benchmark.

In 2022, we created a series under the motto "what makes my heart beat faster," specifically for recruiting finance and data professionals.

In 2021, we made an organization-wide series based on pillars: #quality (of service), #close (to the citizen), #growth (professional and personal), #expertise, and #dynamism. In 2020, the theme "that offers opportunities" was introduced.



Creative Direction started with EVP workshops, developed the strategy, the creative concept, and produced the videos. In these videos, real employees of various backgrounds enthusiastically look back and tell us where they see opportunities in their work. They radiate motivation, and it’s very contagious!



Employee Value Proposition, strategy: Rik Blokland

Creative concept, design: Rik Blokland, Jurjen Born

Film and editing: crew Creative Direction

In pleasant and close collaboration with the SVB's AMC Team:

Silene Geuze, Gwennie Bosma, Jasper de Weerdt, Sabien Adelaar, Lizet van der Jagt

Read the article 'Campaign of the Week' on

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