Branding & storytelling, Port of Rotterdam Authority

For the Port of Rotterdam Authority we rolled out a striking new campaign to recruit new employees. Its title: Come. Grow. Go.

Featuring current and former employees talking about their careers with the Port Authority.

With these personal stories, the Port Authority speaks directly to the target audience.
A striking feature of the campaign slogan is of course the word Go.

It conveys the Rotterdam mindset: no waiting around. But also refers to pursuing a later career outside the Port Authority and resuming the cycle of Come. Grow. Go.

The slogan reflects the Human Resources department’s new circular vision of careers. Within the port or within the sector.

The campaign dovetails seamlessly with ‘Make it happen’, the branding used by the Port Authority in partnership with the Municipality of Rotterdam and Erasmus University to promote the city and its port.

Smidswater developed the employer branding concept in association with Roos & van de Werk.

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What our clients say

We have observed that a different type of candidate has been responding to our vacancies since we started the campaign: people with plenty of ambition and a pioneering spirit. Precisely the people we are looking for. The Port Authority does a great deal in terms of its employees’ personal development and that is expressed by the ‘grow’ in Come. Grow. Go. In other words, there is internal evidence of the promise we make. The ‘go’ is exciting, both externally and internally.

Bart Jacobs

Senior communications advisor,Port of Rotterdam