Retail chain Blokker asked La Plume Media to optimize its labor market communications. To start, the La Plume Media team asks dozens of Blokker employees what they love about their jobs. On the basis of the answers, La Plume Media determines the USPs of Blokker as an employer and then draws up an employer-branding document, including a tone of voice, imagery and forbidden-words list, which is used to update the texts and vacancies on werkenbijblokker.nl, and to write general web texts about Blokker as an employer. In addition, La Plume Media designs flyers to promote positions in the store, the team researches which job fairs are of interest to Blokker, and La Plume creates the corresponding job fair materials.