Pegode
An Antwerp-based organization that supports people with disabilities. Pegode faced the challenge of uniting its various Pegode locations into a single, powerful organization while also positioning itself as an attractive employer. Building on a rock-solid mission and vision, we set to work to strengthen the organization’s identity and clearly communicate its story to the outside world.
The customer
Pegode supports more than 800 adults with disabilities or autism in their daily lives, including housing, work, and leisure activities. This support is provided at clients’ homes, at a Pegode facility, or on the go. What sets Pegode apart is its approach: it is entirely client-centered. No one-size-fits-all approach—instead, there’s room to contribute ideas, make their own choices, and play an active role in their own support. In short, an organization that truly listens.
The question
When we started working with Pegode, they were more of a hodgepodge of various individual projects. Their biggest question was: “How should we continue to evolve as an organization?” For years, it had been considered taboo for them to present themselves as an organization, to avoid stigmatizing their target audience. It was up to us to turn it into a cohesive whole. When we started working on the branding, one thing was clear: their mission and vision were rock-solid. Still, attracting the right clients has proven to be a challenge. And recruiting potential employees is a sector-wide pain point. For Pegode, it was therefore time to focus on a clear communication strategy and employer branding.
Through focus groups, we gained a clear picture of how the brand and the work environment were perceived at all levels of the organization, by both clients and employees. Armed with that knowledge, we worked together to develop a strong communication strategy. To put that strategy into practice, we devised a clear, actionable approach, complete with a clearly defined target audience. Together with Pegode, we determined how the organization would communicate with various target audiences, from clients to new employees.
The impact
So we asked ourselves: What kind of people do we want to attract, what makes us so special, and how do we convey that to the outside world? Whereas Pegode previously only posted job openings, the organization is now adopting an “always-on” approach. By continuously sharing what it’s like to work at Pegode—through stories and testimonials from clients and employees—the organization makes it more appealing for potential employees to choose Pegode. In this way, the organization not only expands its reach but also builds stronger connections with future colleagues.
That’s how the organization found its voice. Whereas they used to be a bit cautious and preferred to stay within their comfort zone, they now dare to speak up loud and clear about what they stand for and everything they do. Their message is not only crystal clear, but also consistent. No more loose ends—because in the long run, Pegode is increasingly speaking as a single, powerful organization. A great result of a sharp strategy—even if we do say so ourselves!
The challenge
Getting everyone on the same page was no easy task. Pegode consists of many different layers. It was important that everyone could get behind our approach. That sometimes meant giving up a bit of their local branding, and that’s not something you do lightly.
The key? A step-by-step approach. Instead of surveying the entire organization, we opted for focus groups to gather valuable input from every level. We then provided everyone at Pegode with clear tools—a simple breakdown of the strategy and opportunities for ongoing feedback and brainstorming sessions, for example.
The collaboration
What stood out while working with Pegode? How incredibly committed everyone was. Everyone contributed constructive ideas and had a clear sense of the wonderful journey they were embarking on together. There was a strong belief in the success of the project, and you could really feel it. That positive energy turned every challenge into a shared opportunity.
“Thanks to the expertise of Strategies & Leaders, our communication strategy and employer branding were transformed into a coherent and actionable plan. It’s great to be able to count on such a professional team.”
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