If employer branding were a shelf in a store
ALDI would have an entire aisle.
EB Strategy | Creative Communication | Social Media
Grab a shopping cart, take a look at this case study, and find out what really matters in employer branding.
Customer:
ALDI Polska
Completion Date:
2021 – 2025
Scope of Work:
EB Strategy, Creative, Communication, Social Media
It started like any good shopping story—with a need
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Except that this time, the list didn’t include milk and bread, but rather: authenticity, consistent communication, and people who feel like they’re part of the brand.
ALDI knew it wanted to speak to its employees in the same language it uses with its customers—simple, direct, and easy to understand. The goal was not only to create an employer brand that looks good in a presentation, but one that works on the sales floor, in the backroom, in the office, and during job interviews. The idea was for the employer branding strategy to stop being a “departmental” project and become an everyday tool for managers and teams.
The challenges we added to our cart
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The tone of voice that needed to be refreshed
Talking to candidates as if they were customers is an art. We wanted ALDI’s communication to have a human, approachable, and credible tone—free of marketing hype, but with sensitivity, humor, and respect for the audience.
A strategy that was supposed to go from the presentation to the back room
Employer branding isn’t just a brochure. We had to design initiatives that would provide real support to people in stores and offices – not just a presentation to be approved. EB wasn’t just supposed to look good – it was supposed to come alive. Every day.
Social media, which was supposed to have power - not just a presence
Managing social media channels in retail is all about striking a balance between corporate standards and local energy. We’ve created content that resonates with people—employees, candidates, and managers – and that truly drives brand recognition and engagement. And as is often the case with a shopping cart – the further down the aisle we go, the better we know what we’re really looking for.
Our Formula for Communication That Matters
A strategy that didn’t end up in a drawer
Employer branding at ALDI isn’t just a PDF document – it’s a full-scale initiative. We’ve developed an employer branding strategy that moves beyond presentations and goes straight to the store backrooms, managers’ desks, and the company’s social media channels. It was created by combining global guidelines with local insights – it’s clear, consistent, and concrete.
Social media that sounds like a human, not a corporate bot
ALDI’s Facebook and Instagram pages are more than just fan pages today—they’re spaces where the brand truly engages with its audience. We’ve changed the tone of our communication, making it more relaxed and personal. The result? Engagement is on the rise, and the community is responding to the content because it’s about them and for them.
Ambassadors who aren’t afraid to say “I like it” about their work
We helped create a program that today engages employees—not through coercion, but through authenticity. ALDI ambassadors have become a natural extension of the brand on social media and in employee engagement initiatives. They are the voice from within the organization—genuine and effective.
The key visual visible from the end of the alley
“The Power That Matters” isn’t just a slogan—it’s a design concept that won the OLX Award for the most creative campaign. We create graphics, animations, and videos that consistently build ALDI’s image as an employer with character.
The Results That Really Mattered
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The results of this collaboration speak for themselves and need no exaggeration or promotion.
ALDI’s social media started speaking in a human voice—and people started responding. They’re following, commenting, and sharing—without having to increase the advertising budget.
The employer branding strategy is no longer just a buzzword on a slide—it has become a real source of support for managers and teams. Ambassadors? Not only do they exist—they’re active, engaged, and proud of what they do.
ALDI has come to be seen not only as a reliable retailer, but also as a brand worth working with. Brand recognition, the quality of the application process, and a sense of purpose have all increased among those who help shape the organization from within.
And for dessert?
Award for the most creative recruitment campaign in the OLX contest. Yes—“The Power That Matters” really did get noticed.
Thank you for your trust and feedback
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