The issue
As a software developer, AFAS chose primarily not to communicate about software. AFAS's strategy revolves around one central theme: happiness at work. When the company introduced a four-day workweek with full pay, it was therefore not a PR stunt, but a logical step in their vision on work. It was up to Hibou to tell this story in a big way.
The approach
We developed a strategic communication plan that went beyond announcing a policy. Our plan positioned AFAS as a pioneer in the field of modern employment conditions, focused on innovation and employee well-being. We wrote a compelling press release that clearly conveyed AFAS's benefits and vision. Through strategic lobbying with our media contacts, we got the conversation started. Not about software, but about the way we work – and why that needs to change.
The result
Within 24 hours, more than 150 publications appeared. The story reached newspapers, news sites, radio, and television. AFAS was positioned as a pioneer in modern employment practices. Their reputation as an innovative, people-oriented employer received a visible boost – and all without having to say a single word about software.
