CM Gezondheidsfonds launches recruitment campaign with a pop-up restaurant in Antwerpen-Centraal
Redefining recruitment processes with an out-of-the-box concept
In a bold move to reimagine the recruitment process, CM Gezondheidsfonds, Belgium’s largest health insurance fund, launched an innovative initiative to put candidates at the heart of their hiring efforts. For five days, the iconic Antwerpen-Centraal station transformed into "Restaurant Rekruté," a pop-up dining experience that merged fine dining with career conversations. This unique concept aimed to provide candidates with a transparent and engaging glimpse into CM's work culture, values, and mission.
With over 4.7 million members, 70,000 volunteers, and 7,500 employees, CM is on a continuous quest to attract passionate individuals who align with their vision of building a healthier society. "Restaurant Rekruté" provided an intimate setting where potential hires could connect with CM employees, share a meal inspired by the organization’s core values, and discuss career opportunities in a relaxed, collaborative atmosphere.
By offering a hands-on, personal approach to recruitment, CM sought to break away from traditional methods and instead focus on meaningful exchanges that highlight the essence of working at CM: contributing every day to the well-being of millions.
For this campaign, we were asked to generate media attention for this out-of-the-box recruiting campaign.
Our approach:
- We strengthen the campaign by adding strategic advice on media relations to CM and its communication partner.
- We developed a technically detailed yet accessible press release and media invitation.
- We crafted pitches to general and local media, ensuring strategic press release distribution.
- We managed media relations during a dedicated media event.
Our results:
- National radio and newspapers covered the event.
- HR manager Ronald Beernaert was interviewed on national radio.
- CM president Luc Van Gorp was invited to the Canal Z studio for an in-depth interview on CM’s strategy and challenges.
