The Dutch horticulture industry faces the challenge to recruit 10.000 employees every year, which has proven to become more dificult every year. A poor brand preception of this industry is the underlying problem which is the reason why the industry created a multimedia branding campaign, aimed at students 16 to 24 years old (all levels), to inform and interest them. Through themes such as sustainability, logistics, engineering, international trade, science, creation and nutrition they teach young people about the diversity of the industry.
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By Tim Spagnola
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