In order to be ready for the new pension system, APG will be fully committed to digitization in the coming years. A new era that demands new employees. Good and qualified people with a specialization in digitization. And that is not easy in a tight labor market. Therefore Peter Strikwerda, Head of Digitalization & Innovation AM, and Rein Heddema, HR director started a new campaign.
The tight labor market, the so-called war for talent, is one of the challenges APG faces. The low level of (brand) awareness is an extra challenge. APG is well known within the sector, but outside it (and certainly in the field of Digital and Data) much less. And that is why 'extra effort' for the employer brand APG has to be made. Then the search behavior, the wishes and needs of candidates also change quickly.
All these challenges together are now being tackled with the new recruitment campaign. Peter Strikwerda, Head of Digitalization & Innovation AM explains: "This is a strategic change. The biggest make or break for APG the next five years, at least, is to bind and captivate talent. After all, people are the core of our strategy execution. This campaign gives us a great opportunity to step into the job market and find those people. To show that we are not a dusty pension company. Things happen here that high-tech companies can only dream of. But with the signature of the pension company that we are." Rein Heddema adds: " People don't even realize what APG does."
Back to the challenges and the shortage on the labor market. Is APG in very bad shape?
Strikwerda: "It all starts with demonstrating that we are an inspiring company. Because if you're not seen, nothing will happen. In addition, a digital talent of around thirty years old can choose from at least seven jobs worldwide. And only 6 percent are actively looking for other work. Then you have to come up with something good if you want to attract attention."