Looking to up your profile as an attractive employer in the hunt for new hires? For Clarebout we rustled up a tasty employer branding campaign to catch the eye of potential employees all the way from Belgium to northern France, featuring French fries naturellement.
The challenge:
strengthen the employer brand
Clarebout is a family firm with its origins in the fields of West Flanders. As one of the leading Belgian producers of frozen potato products, Clarebout has an outstanding international reputation among customers in retail, food, foodservice and hospitality. To raise its profile with existing and future employees, the folks there commissioned us to create a cross-border employer branding campaign bursting with fun and enthusiasm.
Transregional campaign with the right attitude
Based on an in-depth intake interview we advised Clarebout to launch a transregional campaign, because the company hires most of the staff for its sites in Nieuwekerke and Waasten in West Flanders, Hainault and northern France. We created a visually distinctive concept and a wonderfully positive vibe. All driven by the same question: ‘Do you have the right potattitude?’ Clarebout was looking to bolster its team with people who shared its mission and values. A chip or two off the old block, you might say. Like a taster? Watch the cinema commercial we shot in our studio.
Cross-media recruitment at Clarebout
We rolled out our potattitude concept in a range of tools to turn as many people on to the advantages of working for Clarebout. We not only produced a cinema commercial (screened at UGC Lille, Kinepolis Lomme, Kinepolis Kortrijk and Imagix Tournai), we also made some radio spots for Radio NRJ Lille and Radio 2 West Flanders. And we added some sauce to the cross-regional campaign on the socials, with posts and bitesize videos featuring plenty of hearts, thumbs and smileys on Instagram, TikTok, Facebook and LinkedIn.
Listen to the radio commercials
Result: more traffic to the jobsite
The positive, dynamic campaign guided interested candidates from Belgium and France straight to the brand-new potattitude job website we cooked up all by ourselves (with integrated HR software mpleo for max usability). At jobs.clarebout.com everyone can get a flavour of what it means to have the right potattitude and apply for a job with a side of fries.
Fries and more for employees
But that’s not all. We kept the existing workforce in the campaign loop with a direct mail shot in the form of a tray of fries. It gave them a rundown of the Clarebout values and expressed a big ‘thank you’ for the potatittude they show every day at work. The Clarebout values were also printed large on banners hung up in the meeting rooms. The ideal flavour enhancer.
