The result was 2.2 million visits to werkenbijPostnl.nl, translated: workatpostnl.nl. This then led to a huge increase in the number of applicants, which enabled PostNL to meet the entire demand for 24,000 new postal workers in 2012. Moreover, PostNL improved its position in the ranking of most favorite employers from position 130 to 27.
The Effie is the global award for effective communication awarded in over 30 countries across five continents. The jury report said: "Especially in a time where the news on PostNL was predominantly negative and many redundancies became effective, a large-scale recruitment campaign was launched. PostNL deserves an Effie because the company has chosen for the right strategy and the right insight for this dilemma."