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A job for years.
An employer branding campaign that showed retail work can be stable even in uncertain times.
Challenge
How do you change the image of retail work and attract people for the long run?
The "A Job for Years" campaign set out to change perceptions of retail work and reach people looking to commit to an employer for the long haul. We wanted potential Lidl employees to understand that retail work will always be needed, and that the brand, as an industry leader, offers employment that's high-quality and stable, if demanding.
We started by analyzing recruitment metrics and data from exit interviews. With input from Sales and Logistics staff representatives, we built out target-group profiles, and a two-day Design Thinking workshop helped shape the employer branding strategy for 2021.
Idea
Stability as the strongest employer asset.
The campaign's core aim was to emphasize job stability in uncertain times, shift the profile of a typical candidate toward someone looking for a long-term role, and show retail work as it really is.
In our communication we highlighted the openness and willingness to help of the staff, everyday cooperation and expert support – and above all, stable employment, even in the face of a pandemic and unexpected circumstances. The campaign reached audiences through online ads, radio, a dedicated landing page and nationwide press partnerships.
Execution
Thanks to an HR creative approach unlike anything else in the industry, and a wide mix of formats, we managed to show the brand through an authentic picture of what retail work is really like. The campaign reached its target audience effectively, driving growth in both the number and quality of applications, and the "A Job for Years" tagline became permanently tied to Lidl as an employer, going on to feature in further employer branding activities.
Project team
- Project manager
- Szymon Szczepaniak
- Art director
- Marcin Bilicki, Kacper Krysiak
- Copywriter
- Wiesław Juskowiak
- Graphic design
- Paweł Czamański
- Photography
- Łukasz Urbańczyk
- Motion design
- Adam Furmańczak
- Production house
- Dynamo
- Direction
- Tomasz Okulicz
