CM Gezondheidsfonds - Pop-up restaurant in Antwerpen-Centraal
Redefining recruitment 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 its recruitment efforts. For five days, the iconic Antwerp-Centraal railway station was transformed into "Restaurant Rekruté'," a pop-up dining experience that combined culinary delights with career conversations. This unique concept aimed to give candidates 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 members who align with their vision to build a healthier society. "Restaurant Rekruté" provided an intimate setting where potential applicants 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 draw the media's attention to this unusual recruitment campaign.
Our approach:
- We supported 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 created pitches for general and local media and ensured strategic distribution of the press release.
- We took care of 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 about CM’s strategy and challenges.
