Recruiting for the International Criminal Court

The International Criminal Court (ICC) faces the challenge of recruiting many new people in the coming months. Many different countries are affiliated with the ICC. And these nationalities must be reflected in the list of personnel. There is a particular focus on recruiting people from Brazil, Japan, Germany, Korea and Mexico. Also important: the organisation wants to highlight non-legal jobs. ICC is more than just a court. It is an organisation, with all the associated functions. This deserves to be better known.

This project was done in cooperation with the municipality of The Hague. They saw an opportunity to position The Hague once again as the world’s premier city of peace and justice. It’s a reputation that The Hague has rightly acquired with all its institutions. Something a city can be proud of.

Anceaux Marketing was asked to create a clear strategy that meets the objectives of the various parties. And to bring this to life in a video campaign.

Natalie contributes considerable experience from her time in recruitment marketing at Shell. Natalie: “If you want to trigger people to apply to an organisation that they don’t know or have never considered, then you have to appeal to emotion. A job-opening text can’t do the job by itself. You want to know what type of organisation you’re joining. And the difference you can make. By having employees of the organisation tell their story, others can identify with that person. This triggers passive candidates to become active. Video, in particular, is an extremely powerful tool for this.”

• Highlight authenticity
• Make personal videos with main characters from different countries.
• Create videos in which the stories come together.

• Reach the target audience and move them.
• Five personal videos about the employees from different countries
• One general video about ICC, featuring different points of view

Anceaux Marketing brought this strategy to life, in cooperation with video production company Emansion.

Campaign Management: Award Winner @ Shell

At Shell, Natalie and the team won an award for a large campaign to attract professional, technically schooled women in a competitive market. Technically schooled women are a rarity, particularly in the European market. The talent that Shell wished to attract was often quite comfortable at their current employers.


The objective was to create a campaign that would make female talent enthusiastic about coming to work for Shell.


  • Setting up a campaign
  • Advertisements
  • Bannering
  • Video content
  • Editorials
  • Webinar to give the target audience behind-the-scenes look
  • Making it personal by means of the Shell High-tech Event (SHE).


  • SHE is now a global business case and an annually recurring event, thanks to its success.
  • Personal approach
  • New colleagues
  • Recruitment Implementation Excellence Award

“Recruitment Implementation Excellence Award for Natalie Anceaux, Ken McKenzie and Mirella Klein for piloting a webinar and roundtable event to attract more female technical talent to Shell. Congratulations to the team for this innovative approach (setting a global best practice) and great teamwork.” – Claire Wrighton, Regional Recruitment Manager @ Shell.


Employer Branding and acquiring leads for NAM

NAM is a joint venture between Shell Nederland BV and ExxonMobil Holding Company Holland LLC. Shell is responsible for all of the recruitment at NAM.

We faced the challenge of meeting huge targets, primarily looking for technical professionals for recruitment at NAM. There were too many of them to do a national campaign, so it became a European campaign with Shell’s look and feel, even though NAM has its own corporate identity. This is because Shell enjoys far greater international recognition than NAM. This was a huge campaign that we worked on for 18 months.

Employer Branding in the form of advertising, bannering, video content etc.
• Targeted actions to appeal specifically to the target group and to impact them with a message.
• Organising the NAM ‘ High-tech & Innovation Event
• Webinars
• Working with agencies for European channels
• Deployment of social media (training sessions)
• Creating and distributing communication messages

• The targets were achieved
• Raised the status as an international employer

“Because of Natalie’s efforts, more of the right engineers saw my job openings and campaigns. In addition, Natalie organised a great event, getting local and international technical professionals interested in a career at NAM: NAM High-Tech Event 2014.” – Jos Boosma, Recruitment Specialist @ NAM.