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HRcast. Talking work out loud.
An employer branding podcast in which Lidl employees tell their own stories from behind the scenes of their work.
Challenge
How do you reach candidates when attention is the scarcest resource of all?
The way people prefer to consume content online keeps changing, and today, amid the sheer volume of information competing for attention, you have to fight hard to be heard. Against that backdrop, Lidl Polska asked us to help amplify communication aimed at potential employees.
Instead of yet another article or graphic, we bet on audio – because nobody can tell the story of working at Lidl better than the people who work there. Lidl Polska also had a deep bench of willing ambassadors: employees from across its branches are keen to take part in marketing activities, simply because they like their jobs – and they were the ones who became the stars of the podcast.
Idea
A podcast that fits into one word: HRcast.
Before recording began, we had to find the right wrapper for the whole concept – the title HRcast was born, a name that's both sharp and broad enough to cover the full scope of working at Lidl, from stores, through Distribution Centers, to Head Office. We were guided by a simple idea: "Good job? Great story!" – so together with Lidl we mapped out the themes for each episode, covering everything from behind the scenes at a Distribution Center, to life at Head Office, to the secrets of the internship program.
We designed and built a recording studio from scratch in Poznań, so Head Office staff wouldn't have transport issues. The conversations were hosted by Anna Wojtkowiak, whose distinctive radio voice charmed listeners, and every episode landed on Spotify and YouTube, promoted in part through the Lidl Polska LinkedIn channel.
Execution
The podcast's premiere generated strong interest and plenty of positive reactions from listeners. HRcast is set to become a permanent fixture of Lidl's employer branding activities, with later seasons building on the formula established in the first episodes.
Project team
- Project manager
- Szymon Szczepaniak
- Social media manager
- Marta Stefaniak
- Graphic design
- Agata Gołębiewska
- Copywriter
- Monika Olkiewicz, Agnieszka Mikołajczak
