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DFP Clean

People first. Work second.

For DFP Schoon, we developed an employer branding concept that showcases what the organization truly stands for as an employer. The starting point isn’t the schedule, staffing, or the work itself, but the people behind the work.

In an industry where efficiency often takes precedence, DFP Schoon consciously chooses to prioritize personal attention, respect, and commitment. We translated that employer promise into a recognizable concept and an ongoing campaign to increase visibility and attract new talent.

De uitdaging

Staying Recognizable as an Employer in a Tight Labor Market
DFP Schoon wanted to better highlight what sets the organization apart as an employer. In the cleaning industry, finding and retaining employees is an ongoing challenge. Many organizations focus primarily on communicating about job openings, job duties, and work schedules. But especially in a job market where people have choices, it’s important to show why someone would want to work for your organization.

It quickly became clear from conversations with employees and managers that DFP’s strength lies not only in the cleaning work itself. The real value lies in the way people are treated. Employees are seen as individuals—with their own stories, home lives, wishes, and needs.
The challenge was to clearly articulate that human side of DFP Schoon and translate it into an employer brand that not only resonates but can also be used over the long term in recruitment and communications.

De oplossing

An employer concept rooted in the core of the organization
We’ve started gathering stories and insights from within the organization. What do employees experience on the job? What are managers proud of? And what makes working at DFP Schoon different from working at other cleaning companies?

A clear common thread emerged from this: at DFP, people come before work. Of course, the work must be done well. But long-term employability, trust, and job satisfaction start with paying attention to the person behind the employee.

Based on those insights, we developed the employer branding concept: People first. Work second.

This concept sums up in a single sentence what DFP Schoon stands for. It’s down-to-earth, human, and distinctive. It’s a perfect fit for an organization that doesn’t make a bigger fuss than necessary, but does want to clearly show what makes working at DFP special.

The concept serves as the foundation for an ongoing employer branding campaign on Meta and Google. Through this campaign, we aim not only to recruit new employees but also to increase DFP Schoon’s visibility and brand recognition as an employer.


Continuous visibility for a sustainable influx

A strong employer promise only truly works when it is consistently visible. That is why the concept has been translated into campaign messages that align with the target audience’s everyday reality. Not a generic job posting, but communication that conveys how DFP treats its employees.

Through Meta, we build brand recognition and engagement among potential employees. Through Google, we capture the active search queries of people looking for cleaning jobs in the region. In this way, visibility and direct recruitment reinforce each other.

Initial results show that a clear employer promise, combined with consistent visibility, is essential to continuing to recruit successfully even in a challenging job market. This isn’t achieved simply by posting job openings, but by making your employer brand recognizable before someone starts actively looking for a job.

Not just a one-off recruitment campaign, but a well-thought-out approach in which positioning, the campaign, and candidate intake are all aligned.
Employer Branding Employer Concept Labor Market Communication Meta-campaigns Google campaigns Campaign concept Recruitment Ongoing visibility
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