BESTSELLER’s employer brand is based on an appealing sense of quid pro quo which is reflected in the ‘your’ and ‘our’ wordplay.
Services
Interviews & insights Creative concept Employer Promise Employer Value Propositions Logo / Payoff Storyboarding Employer branding videos Onboarding app content Motion graphics videosThe challenge
With more than 17,000 employees, the Danish fashion company BESTSELLER is a well-known brand – in Denmark.
However, the company’s go-to-market strategy with 20+ individual fashion brands means that the BESTSELLER brand itself has acquired little to no brand awareness throughout its European markets.
So, the challenge was to build an employer brand with a strong appeal to the brightest young European fashion candidates.
The solution
In close collaboration with BESTSELLER’s employer branding team, numerous focus groups and employee interviews were carried out to uncover cultural characteristics and decision drivers.
The findings were translated into six Employer Value Propositions (EVPs) and encapsulated in the overall Employer Promise ‘DESIGN YOUR FUTURE’.
The promise unfolds through eight videos with real employees representing different work functions and is rolled out on everything from website to career fair booths.
Karim Frølund Jarrar"To emphasize how everyone is encouraged to make a difference at BESTSELLER, each film ends with a uniform statement: I DEFINE BESTSELLER. Together with the ‘sign off’ end frame, this brings out the essence of the employer promise."