This contract concerns a service contract, more specifically the partnership with an HR communication office to carry out employer branding campaigns for the federal administration.
The objectives of the campaigns are to:
- Increase the attractiveness and notoriety of the federal administration as an employer in general among the working population (via the concept of working for .be)
- Promote the new website travaillerpour.be and ensure that candidates continue to find their way to employment in the federal administration (currently via the Selor.be website)
- Increase the attractiveness and notoriety of the federal administration as an employer with specific profiles
- Fill concrete job offers available from the various federal public services for specific profiles.
- Increase the feeling of ambassadors among current employees
The procedure chosen is the open procedure.
The contract consists of 2 lots:
- The 1st batch concerns a launch and branding campaign to work for .be
- The 2nd batch concerns a specific employer branding campaign for top manager profiles
LOT 1: LAUNCH CAMPAIGN AND GENERAL BRANDING TO WORK FOR .BETarget group
The focus is on the entire working population of Belgium and on young potentials (students in their final year and candidates with a first professional experience). Particular attention is paid to inclusion (at the level of gender, disability, origin,...). A second focus is on current employees of the federal administration.
Campaign type
General campaign with a mix of online and offline channels.
Objective
The main objectives of the campaign are:
• Employer branding
o Increase the attractiveness of the federal civil service through the concept of working for .be (both internally and externally)
o Increase the attractiveness of the federal public service to persons with disabilities, persons with a migrant background, the LGBTQ community and other minority groups
• Inform the population and familiarize them with the new job site of the federal administration (travaillerpour.be) and ensure that candidates still find their way to jobs in the federal administration (currently via the Selor.be website).
Timing
The explicit notification for the launch of the communication campaign for Lot 1 will take place as soon as the new website is launched (expected timing Q4 2022). The campaign will last 2 months.
CAREFUL! It is not possible to make an exact estimate of the duration of this contract on the basis of the above. The duration indicated in months in point II.2.7 is only a non-binding estimate.
LOT 2: EMPLOYER BRANDING CAMPAIGN FOR TOP MANAGER PROFILESTarget group
This campaign is aimed at candidates who are eligible for consideration for a position of agent or other top management function in the federal administration.
Campaign type
Campaign aimed at a specific target group, including a mix of online and offline channels.
Objective
The main objectives of the campaign are:
• Employer branding:
o Increase the attractiveness of top management functions within the federal civil service via the concept of working for .be
o Increase the attractiveness of top management functions within the federal civil service to women (and, by extension, to people with disabilities, people with an immigrant background, etc.).
o Increase the number of candidates for top management positions
Timing
The campaign will last 2 months and should start within at least 6 weeks and no more than 8 weeks after the conclusion of the call for tenders (see CSC calendar 14.1). The contracting authority shall send an explicit notification of the date of launch of the communication campaign for Lot 2 within that period following the conclusion of the call for tenders.