Pedalling forward with GVO
The GVO Care Group boasts over 1300 staff across ten care homes. To nurture a sense of unity among the different branches and to address the many job openings, GVO enlisted our help to develop and drive an employer branding campaign. Ready to kick it into high gear!
First, we measured the pulse of employee satisfaction, leading us to the Employer Net Promoter Score (eNPS). This was followed by three workshops to decipher the heart of GVO, leading to the formulation of the Employer Value Proposition (EVP). What stood out most? A collective drive for respectful care — both for the residents and the colleagues. Whether you live or work there, the care homes radiate the warmth of home. One close-knit peloton with 10 unique riders.
Delivering respectful care for all elderly, at every turn and in any weather, is what GVO's team pedals for — moving as one cohesive squad. This sentiment prompted us to use the peloton in cycling as our creative anchor: 'The Care Peloton'. Caregivers, physiotherapists, kitchen brigade, and so on, all push forward in tandem, ensuring the leading men and women (the elderly) are well-supported. Just as riders, mechanics, and directors of a cycling team unite to chase the victory.
To launch the employer branding campaign internally, GVO hosted a cycling challenge, where the ten care homes covered a collective 1500 km on stationary bikes in one day. As the finish line was crossed, a video message played across all homes. Rita Barilla, GVO's CEO, announced that from that moment on, all staff would ride together as one 'Care Peloton'. And as every cyclist knows, hydration is key — preferably in style. Thus, everyone was gifted a sleek Care Peloton water bottle.
Say cheese!
Who better to star in the campaign visuals than the staff and residents themselves? The photo and video sessions took place at WZC De Zonnewende in Meulebeke. It was invigorating to see the profound bond and seamless teamwork between these spirited participants!
