Implementation of Employer Branding strategy for Maspex

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

About the Client

Maspex Group is one of the largest and most dynamically developing food conglomerates in Central and Eastern Europe, setting standards for quality and innovation in the FMCG (Fast-Moving Consumer Goods) industry. Founded in 1990 in Wadowice, the company has made an impressive journey from a local business to an international leader, present in dozens of markets worldwide. Its products are available 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 as well as research and development, introducing products to the market that meet the changing needs of consumers. Examples include innovative product lines with reduced sugar content, added natural ingredients, and products dedicated to children with simple and healthy compositions.

Client:

MASPEX

Completion date:

since 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 a brand image film

Challenges

As part of the workshops, employees shared very diverse perspectives. The key element was identifying the brand’s shared values and goals.

In the context of employer branding communication and social media communication (Facebook, LinkedIn), the company conducts intensive activities that require adapting the message to target groups and tailoring content to the specifics of each platform.

Developing materials aligned with strategic assumptions – consistent both visually and in terms of copy, fully matching the brand’s current needs.

Set goals

Key Visual and its adaptations

Creating several versions of the Key Visual, which was used across various candidate touchpoints with the employer brand. In the further stages of the collaboration, the Key Visual was adapted to different formats and channels.

Employer Branding strategy

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

Brand communication on social media

Consistent and transparent brand communication (Facebook, LinkedIn), aimed at building interest in the company as a valuable workplace. Increasing post reach as well as the number of followers and fans on the brand’s corporate profiles.

Recruitment marketing

Support in recruitment activities at the level of preparing materials used in campaigns and at job fairs. A significant increase in the number of applications and improved efficiency of the brand’s recruitment activities.

Results of the collaboration

- - - Structuring communication – giving it consistency, a unified tone of voice, and visual identity.
    - Increase in the number of followers on both social media channels (Facebook, LinkedIn).
    - Increase in visits to the careers section on the website and greater diversity in the applications received by the company.
    - Increased brand recognition as an attractive workplace offering jobs in various areas, for candidates across many specializations and at every level of seniority.
    - Building stronger sentiment toward the employer brand among current employees – engaging them to become the faces of the company’s recruitment communication.
    - Equipping the company with high-quality promotional materials supporting employer branding and recruitment marketing activities – including the production of an employer branding film, which premiered in November 2024.