Implementation of the Employer Branding strategy for Maspex

#Strategy #EVP #SocialMedia #RecruitmentMarketing #Content #Campaigns

_About customer

The Maspex Group is one of the largest and most dynamically developing food companies in Central and Eastern Europe, setting standards of quality and innovation in the FMCG (Fast-Moving Consumer Goods) industry for years. Founded in 1990 in Wadowice, the company has made an impressive journey from a local enterprise to an international leader, present in dozens of countries worldwide. Its products are found on store shelves in Poland, Europe, and beyond, building the trust of millions of consumers.

Maspex has always focused on the highest quality and innovation. The company regularly invests in modern production technologies and research and development, introducing products that meet evolving consumer needs. Examples include innovative lines of products with reduced sugar content, added natural ingredients, and products designed for children with simple and healthy ingredients.

Customer:

MASPEX

Date of completion:

from December 2023

Scope of work:

Employer branding strategy, brand communication strategy in social media and its implementation, photo session and preparation of graphic materials, production of an image film.

_Challenges

During the workshops, employees shared diverse perspectives. A key element was identifying shared brand values and goals.
Developing materials that are consistent with strategic assumptions – graphically and textually coherent, and that are fully aligned with the current needs of the brand.

In the context of EB communication and communication via social media (FB, LinkedIn), the company conducts intensive activities that require adapting the message to the target groups and adapting the content to the specificity of the medium.

_Set goals

Key Visual and its adaptations

The creation of several versions of the KV, which were used across various candidate touchpoints with the employer brand. Later in the collaboration, the KV was adapted for various media.

Strategia EB

Collecting data that helped develop the company's EVP aligned with its attributes, values, and brand perception among current employees. Building communication around this element and creating a coherent message about the employer brand.

Brand communication on social media

Consistent and transparent brand communication (Facebook, LinkedIn) aims to build interest in the company as a valuable place to work. Increasing the reach of posts and the number of followers and fans on the brand's corporate profiles.

Recruitment marketing

Support for recruitment activities, including the preparation of materials used in campaigns and at job fairs. Significantly increased the number of applications and increased the effectiveness of the brand's recruitment efforts.

_Effects of cooperation

- Organizing communication – giving it consistency, a uniform tone of voice and graphic design.
- Increase in the number of followers on both social media channels (Fb, LinkedIn).
- An increase in the number of visits to the careers section of the website and greater diversity in the applications received by the company.
- Increasing brand recognition as an attractive place to work, offering work in a variety of areas, for candidates with many specializations and all levels of experience.
- Building greater sentiment towards the employer brand among current employees – engaging them to be the faces of the brand’s recruitment message.
- Equipping the company with high-quality promotional materials to support EB and recruitment marketing activities – including the production of the EB film, which premiered in November 2024.