GrowWork Group

Effective UX for GrowWork Group

By combining a multi-niche strategy with an automated basis, GrowWork can communicate effectively with diverse target groups via different labels to offer a seamless user experience.

  • Strategy
  • UX
  • Marketing
  • Communication
  • Brand design

A recruiter with five labels

GrowWork Group is one of the largest payrollers and recruiters in the Netherlands for the public sector. Via its five labels — Roler, GrowWork Healthcare, Interwork, JSConsultancy, and POSG — it serves the education, healthcare, housing corporation and government sector and its professionals.

A specific approach per target group

The brand, communication and target groups differ per label. A teacher is not a nurse, a civil servant not a board member. Each is different and wants to be communicated with differently. This requires a specific approach per target group. At the same time, today’s professional doesn’t want to be kept waiting, so the experience must be fast and seamless, from registration to placement.

Multi-niche approach

The starting point was for each to have a different identity while providing a generic user experience in order to be both effective and efficient. The multi-niche strategy has been combined with an automated basis, so that candidates need just one login to enjoy an optimal experience, unique per label but generic in its ease of use.

Integrated services for an integral client

We helped GrowWork Group address all their marketing and communication challenges across all channels. From national newspaper campaigns, social media engagement, websites and brochures for each brand, together with the full integration and automation of intranet, eLearning, HR and back office.


of the biggest recruiters

Since the introduction of the new integrated services, GrowWork Group has itself grown into one of the largest recruiters and payrollers for the public sector. In the meantime, marketing and automation costs are now less than the benchmark.

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Martijn Arts

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