Summary: Case Study
Client and industry: Vion Food Group Netherlands, food industry.
Matchlab expertise utilized: Employer Branding, Positioning, Content, Recruitment Technology, and Consultancy
Duration: 6 months
Key results:
An employer brand that better aligns with Vion’s ambitions and target audiences;
A future-proof “Careers” website featuring new photo and video content;
Greater clarity and control over recruitment thanks to ATS optimization.
Vion Food Group Netherlands is a leading organization in the food industry, with ambitious goals and a wide range of target groups within the labor market. Yet it lacked an employer brand that conveyed the same strength and recognizability as the organization itself.
For a long time, virtually all communication fell under the corporate brand, causing the employer narrative to fade into the background. Precisely in a job market where candidates are increasingly choosing employers that are a good fit for them, there arose a need for a clear employer branding strategy that demonstrates what Vion stands for as an employer:
Together with Matchlab, Vion therefore launched an initiative to build an employer brand that is ready for the future and clearly aligns with the organization’s ambitions.
Working together to build an employer brand that resonates
From the very beginning, Matchlab and Vion worked closely together as a single team. Rather than isolated consulting engagements, this was a partnership in which strategy, execution, and technology were continuously integrated.
Matchlab assembled a multidisciplinary team comprising brand strategists, designers, employer branding specialists, implementation consultants, and developers. Vion brought in representatives from HR, marketing, corporate communications, and the business side to collectively gather insights from across the organization.
It was precisely this collaboration that ensured speed, broad support, and substantive clarity. By bringing together different disciplines, we not only created a stronger employer narrative but also laid a foundation that can be directly applied in practice.
Where employer branding, content, and technology come together
The first phase of the process was entirely focused on gaining insight. Who is Vion as an employer? What makes the organization relevant to different target groups? And how do you translate that into a narrative that is both relatable and distinctive?
Based on interviews, internal sessions, and input from various levels of the organization, Matchlab and Vion jointly developed a new employer branding strategy. Building on that foundation, the employer brand was translated into concrete tools and applications.
A key part of this is the development of the new "Work at" website, which brings together employer messaging, candidate experience, and technology. In addition to design and development, Matchlab collaborated with Dors Studios to produce photography and video content, ensuring that the brand not only delivers the right message but also has the right visual appeal.
At the same time, work is underway to optimize the ATS application Recruitee. This will provide greater clarity in the recruitment process and better alignment between employer branding, the application process, and recruitment marketing.
A foundation for visible growth
Although the new brand positioning and careers website have yet to go live, the foundation is now solid.
Vion will soon have:
• A clear employerbranding strategy
• A future-proof"Careers" website
• New photo andvideo content for recruitment marketing
• A recruitment approach that combines branding, technology, and conversion
• A foundation for targeted employerbranding campaigns
This improves the candidate experience and provides greater control over recruitment results.
The next phase focuses on promoting the employer brand through targeted recruitment campaigns, which not only reach prospective employees but also actively engage them and generate enthusiasm.
An employer's story that resonates
What makes this project special is the commitment from within the organization itself. By actively bringing together HR, marketing, and the business side, we created an employer brand story that not only sounds good but is also genuinely embraced within Vion.
It is precisely that sense of recognition that fosters pride. Not only because there is a strong brand narrative, but because employees see themselves reflected in it and the narrative aligns with their daily work.
As Jan-Willem (Lead Recruiter at Vion) puts it:
“I found working with Matchlab to be a very pleasant and professional experience. Their guidance on our employer branding strategy was particularly strong: they actively contribute ideas, ask the right questions, and are skilled at translating ideas into concrete actions.”
In addition, the direct lines of communication are a real plus. They respond quickly, communicate clearly, and are always engaged. They’ve also delivered high-quality work in the areas of website development and content creation. From building the website to contributing ideas about the content and design: everything was handled professionally.
"A dedicated partner who really thinks along with you and delivers quality. Highly recommended!"
Ready for the next phase
Employer branding isn’t just about positioning or a new website. It requires an approach in which technology, communication, and humanity work together seamlessly.
With this initiative, Vion has taken an important step toward establishing an employer brand that clearly aligns with both the organization’s ambitions and the expectations of the labor market.
We're happy to help you find a solution
Want to improve the synergy between your employer branding, recruitment technology, and candidate experience?
