Challenge

ProRail was facing one of the biggest challenges in its 180-year history: within ten years, passenger transport was expected to grow by up to 40% and freight transport by 50%.

At the same time, ProRail was struggling with a tight labor market. In an overheated market, approximately 120 new train traffic controllers had to be recruited each year to replace departing colleagues and maintain sufficient capacity. In addition, the organization was aging, which increased the urgency to attract young talent.

ProRail needed a strong, inspiring employer brand that would position ProRail as an attractive employer.

Idea

TD developed an integrated employer branding strategy that focused on the intrinsic motivation of the target group. Instead of just communicating what ProRail does, the central question was: what does working at ProRail mean to you?

The core was summarized in the promise “Every day forward.” This promise refers to growth, development, and continuous change, not only for ProRail as an organization, but also for each employee: every day offers new challenges and learning experiences.

Visually, this was translated into a recognizable infrastructure in which ‘connection’ is central. TD created a visual identity in which different elements are connected in a network: lines that symbolize tracks, but also careers, people, and collaboration. This reinforced the idea that within ProRail, everyone is part of something bigger and is moving forward together.

Result

• The new EVP and employer branding radiated decisiveness and gave ProRail
  a distinctive, inspiring proposition towards potential employees.
• ProRail’s visibility as an attractive employer was increased, especially among young professionals.
• Train traffic controllers: In January 2024, the staff shortage among train traffic controllers was only 2%, compared to
  10% in 2021. This was achieved through intensive recruitment campaigns and training.
• Staffing: As of April 2024, the shortage of train traffic controllers has been resolved, with nationwide staffing at around 100%.
• Furthermore, the work for this employer branding was recognized with a Silver Award at the International Design Awards.