Brand Consultant, Chili Oil Enthusiast
& Employer Branding Expert
The Task
METRO, a global food wholesaler operating in over 30 countries, approached us to establish a unified global EVP (Employer Value Proposition) and umbrella brand for all employer branding activities.
The goal was to enhance brand awareness and relevance within target markets. Our primary challenge was crafting a system that guarantees consistency without becoming overly generic. Simultaneously, we aimed to maintain flexibility to address specific regional needs, such as target audiences and cultural codes.
My Role
In this collaboration, I served as both Key Account Manager and Lead Strategist. As the Key Account Manager, I was responsible for the Pitch process as well as managing client relations, project planning, and resource oversight. Simultaneously, as the Lead Strategist, I supervised the strategy team, ensuring high quality in research, strategy and worked in close collaboration with the Creative Director to guide the creative execution.
The Execution
Our collaboration began with an analysis, delving into METRO markets' materials (DNA), conducting competitor (Differentiation), and target group analyses (Relevance). This groundwork shaped a global Employee Value Proposition (EVP) and two creative routes, forming a flexible Employer Branding platform for future activations.
Embracing an 'inside-out' approach, both the client and my team were dedicated to involving diverse stakeholders in the employer branding process. To achieve this, we conducted leadership interviews, facilitated C-Level meetings, and organized focus groups, collecting feedback from various entities. A key milestone was a workshop with the international HR community to present results and address concerns. The conclusive output: a versatile employer branding toolbox, designed as a launchpad for localization, featuring brand guidelines, activation templates, concepts, and an image pool.