Zaans Medisch Centrum (ZMC) faced a challenging mission: attracting and retaining healthcare professionals in a highly competitive region. Getnoticed powered them as Serena Gold Partner .With an outdated Employer Value Proposition and a mismatch between image and actual dynamics, it was time for a fresh approach. By embracing the strengts of the Zaan region, sharing personal stories, and launching a modern, user-friendly careersite, ZMC has repositioned itself as an employer where compassion and innovation go hand in hand. Discover how we tackled this challenge together with ZMC.
The challenge
Zaans Medisch Centrum was facing a major challenge: a shortage of healthcare professionals, reinforced by strong competition from Randstad hospitals such as AMC and UMC. On top of that, ZMC's existing Employer Value Proposition (EVP) felt outdated and didn't reflect the modern, human-focused working enironment within the hospital. This limited its appeal to potential employees, especially at a time where standing out is more important than ever. The mismatch between the online appearance and the actual dynamics in the workplace demanded an approach with both vision and feeling.
What were our goals?
ZMC is a relatively small hospital with deep roots in the Zaan region. The mission was clear: ‘to attract and retain healthcare professionals in the Zaanstreek region', using the region’s own strengths as a key selling point. For local candidates, we aimed to create a strong sense of belonging: “From the Zaan region, for the Zaan region.” For those from outside the area, we highlighted the unique benefits of working in this area: no traffic jams, being close to family and a great work-life balance.
But ZMC isn't just a workplace; it's a community. We wanted that feeling to be at the heart of our messaging. Real people and real stories took center stage. What's it like to work here? What makes the Zaan region so special? These questions became the foundation of the new careersite
Why Serena was the perfect foundation
Serena provided us with the tools and flexibility to bring ZMC's vision to life. With it's user-friendly platform, we were able to create a website that wasn't just modern and visually appealing, but also perfectly aligned with the needs of both candidates and the organization. Serena allowed us to balance creative freedom with a rock-solid foundation, resulting in a site that both works and inspires. All powered by our Gold partner Getnoticed whose expertise was outstanding.
The approach: An inviting, human feel
From the start, we focused on visual storytelling and accessibility. ZMC's existing dark, bold color scheme (blue/purple) was softened with pastel tones, rounded shapes and more white space. This gave the website a friendlier, more approachable feel. The new design also seamlessly matched the visuals seen throughout the hospital, creating a more cohesive and tangible brand experience.
To bring the Zaan region to life, we introduced fresh photography and video content. Employees shared, in their own words, what makes working at ZMC and in the Zaan region so special. These personal stories highlight that ZMC is more than just an employer, it's a place where people work with heart and dedication to provide better care, in a region they truly value.
What do people say?
The reactions from employees speak for themselves. They appreciate the short travel times, whether it's a relaxed bike ride to work or the ease of avoiding traffic jams. They also appreciate being close to family and friends. Many have been with ZMC for years, drawn by the perfect balance of innovation and a people-first culture. And working in the Zaan region? To them, it simply feels like coming home.
With the updated website, we haven't just built modern business card, we've created a platform that truly reflects ZMC: human, engaged, and one of a kind in the region.