Behind well-known brands are people. We tell their stories on social media.

Our goal was to translate the FMCG world into the language of social media and employer branding – so that instead of corporate messaging, real and engaging stories about working at Maspex Group would appear.

Client:

MASPEX

Completion date:

since December 2023

Scope of work:

Maspex Group – a manufacturer that’s closer than you think

Maspex Group is the largest Polish food company and one of the key players in Central and Eastern Europe. For over 30 years it has been building its portfolio, growing dozens of brands (including Łowicz, Lubella, Kubuś, and Tymbark) that have become a permanent part of consumers’ everyday choices.

Behind this everyday familiarity, however, stands an organization of enormous scale, built on a distributed structure and many locations across all of Poland – from offices and central teams to production plants in various regions of the country.

This is an environment where thousands of specialists collaborate every day, combining local knowledge with nationwide and international reach. The scale, pace of operation, and ambition to keep growing and setting the direction for the entire FMCG industry mean that Maspex Group has a real impact on the market and consumers’ lives. And it was precisely this scale, dynamism, and complexity that became the starting point for building employer branding communication on social media.

We didn’t start from zero, but from putting order into what was already there

The company already had a presence on social media and was running employer branding activities. So the foundation was there, but there was a need to make much stronger use of this channel. Why?

Growing competition for candidates

especially among younger groups and specialists who actively use social media.

A large organizational scale that wasn't fully visible externally

many brands, teams, and growth opportunities that weren’t coming through in the communication.

No consistent, recognizable EB communication style

activities were scattered and didn’t build one coherent employer story.

Untapped potential of people-based content

even though people are the organization’s strongest asset.

As a result, social media had a presence, but its role in building the employer brand wasn’t reaching its full potential.

Data, people, and context – the strategy we built the communication on

The starting point was workshops with employees and teams, which let us
capture the organization’s perspective and language. At the same time, we
carried out an audit of the existing communication and an analysis of
competitors’ social media activity, to see not only what works, but also
where Maspex Group has the greatest potential to stand out.

The result of this stage was a clear definition of:

what to communicate – key areas: people, growth, scale, impact
how to communicate – simple, natural language instead of a corporate tone
who to speak to – clearly defined personas and their needs
what framework to operate within – communication pillars and main thematic lines
how to show it – a consistent key visual and visual direction that builds recognition for the communication

Only on this basis did we translate the EB strategy into social media
activities, taking into account the specifics of two key channels:
Facebook and LinkedIn.

Thanks to this, we built a consistent communication system for each platform:

built around people and their experiences
tailored to different audience groups
developed through repeatable formats and content series
run on a regular publishing rhythm
supported by a distinctive and consistent visual layer

Social media stopped being a collection of individual posts and started working as a consistent, recognizable story about the employer brand.

Social media that started to actually build the employer brand

The change wasn’t about posting more, it was about the quality of the social media presence – and that started showing in everyday activity.

What results did this bring?

Greater recognition of Maspex Group as an employer

the communication started showing the company from the perspective of people, not just the organization.

A consistent and recognizable communication style

both at the level of content and the visual layer.

Steady audience engagement

regular interactions and activity under posts

Systematic channel growth

an increasing number of followers and a growing community around the brand

Support for recruitment activities

social media became a natural place to promote job offers and attract candidates.

Better use of the company’s ongoing activities

events, initiatives, and projects started being used as engaging content

As a result, social media became not just a communication channel, but a real tool for building the employer brand and supporting recruitment.

We didn’t change the company – we showed it as it really is

As an employer, Maspex Group had everything a strong brand needs.

Our role was to put it in order and show it
in a way that works on social media. Once the communication became
consistent, it also started working in practice – for recognition,
engagement, and recruitment. Because a well-told story simply
starts to be seen.