How to stand out in promoting your brand (employer brand and not only) in order to attract, recruit and retain the best talent? What steps can be taken to mobilize internal resources in the recruitment process? Events, influence, career site… Which are the most effective tools?
To answer these questions, the We Are COM team gives the floor to three case studies:
- Decathlon with Fayçal Belmadi, Employer Brand Communication Manager
- Mazars with Manon Manzanares, Head of HR Communications and Employer Branding
- ENGIE Solutions with Romy Kalt, Employer Brand Communications Manager
A look at some bold and, above all, well-thought-out employer branding campaigns.
The Decathlon Manifesto
Decathlon's main challenge? Recruiting more than 15.000 employees across more than 400 different professions. To address this very wide range of target audiences, the sports equipment manufacturer has chosen to treat employer branding issues with as much rigor and rigor as consumer issues. In other words, Decathlon designed its recruitment strategy in the manner of a strategy of External COM.
It was after careful reflection and collaborative work, allowing for a better understanding of the needs and expectations of current and future talent, that [the following] was born. "You are not your CV."This campaign highlights a trusting and empowering environment where everyone can express their identity, while reaffirming Decathlon's values.
"You Are Not Your Resume" was released as two films, a short and a feature-length one, broadcast on the Social MediaThese films were a great success, particularly among young people, generating over 3,6 million impressions.
Ultimately, this campaign clearly illustrates Decathlon's belief that communication requirements must be the same, whether for consumers or future employees.
👉 Access the full interview 👈
Mazars' Hidden Camera
The consulting firm in BtoB launched an innovative and unconventional recruitment campaign to attract Gen Z talent. How? By tricking his colleagues with a hidden camera, to capture their reactions in real time. Mazars' objective was to combat the clichés, too often associated with the audit and accounting professions, in order to become more attractive.
Through a prank orchestrated by the specialist influencer Gonzaguetv, employees were tricked into believing they were participating in a meeting on the reorganization of HR practices. The results? Their genuine reactions, ranging from astonishment to annoyance, demonstrated their commitment to the company's values.
The campaign was adapted into several videos to suit different distribution channels on social media and The risky approach paid off, offering unprecedented visibility and recognition among the younger generation. In such a way ingenious as it was unexpected to stand out, by combining originality and authenticity.
👉 Access the full interview 👈
The Engie Solutions event
Engie Solutions' purpose? To support its clients in moving towards more responsible energy consumption. To successfully carry out this vast project, the B2B subsidiary of the Engie group must recruiting many technicians and therefore facing the current shortage of these talents.
To address this issue, the company is deploying an employer branding strategy focused on loyalty, awareness and performance. This innovative approach, aimed at attracting new talent while strengthening corporate culture, gave rise to the event "The Decarbonized Ones".
It was in Garges-lès-Gonesse, an area relatively affected by unemployment, that the group's employees went to meet potential candidates. On the agenda: fun workshops, presentations on environmental issues, coaching sessions, HR interviews… All the activities helped to raise awareness of the brand's purpose, while also showcasing its many different areas of expertise.
“The Decarbonized” event had over 800 participants, resulting in 324 applications!
The replay of the workshop and presentation materials
