The brief
Create an employer brand from scratch
Our main goal was to build HelloFresh's employer brand from scratch, using internal resources and harnessing the power of social media and content to truly represent the experience of being part of HelloFresh.
To achieve this, we created the Inside HelloFresh ecosystem and introduced the #insidehellofresh hashtag, providing a platform for candidates and employees to discover and share content about their first-hand experiences of working at HelloFresh across different departments and global offices.
Currently active across multiple social media channels and platforms, @InsideHelloFresh effectively shares HelloFresh employee stories, company culture and key business updates in an engaging and authentic way. By incorporating branded designs, messaging that reflects the Employee Value Proposition (EVP) and values, and employee-generated content, each business team has contributed to the success of @InsideHelloFresh, making it the most popular and fastest growing social media handle across HelloFresh's entire social media presence.
As part of our efforts, we launched organic campaigns to showcase the company's culture and values, highlighting key aspects of the employer brand through employee stories. We also ran targeted paid media campaigns on LinkedIn, specifically targeting front-end and back-end engineers, women in technology and data engineers. These campaigns used personalised messaging and employee-generated images to add a human touch. Through these initiatives, we built a targeted talent pool, generated applications and ultimately made successful hires.
Channels
LinkedIn, Instagram, Facebook, YouTube, TikTok, and Medium
Content
Posts, videos, articles, infographics, stories
Tools
Hootsuite, Canva, CapCut,
LinkedIn Marketing Solutions
@InsideHelloFresh Instagram feed
Examples of Inside HelloFresh team spotlight videos
Samples of social media organic posts
Samples of paid campaign posts
Tell the global audience about HelloFresh’s people, culture and values
The primary goal was to provide a genuine and transparent portrayal of HelloFresh's culture to a global audience. We wanted to showcase what makes HelloFresh unique and create an open dialogue about our values, beliefs and working environment.
Together with the external agency and internal teams, we've launched a comprehensive Inside HelloFresh ecosystem that provides valuable information about what HelloFresh stands for and what it's like to work at HelloFresh across its global offices. It serves as a valuable resource for anyone interested in learning more about HelloFresh.
As part of our efforts, we developed an internal video that showcased the essence of HelloFresh's culture. The video featured stories from the Thought People Leadership team, giving viewers an insight into the unique aspects of HelloFresh's culture. Later, we decided to release the video to an external audience to share HelloFresh's messages with the world. We released the video in its original form, without any modifications or alterations, allowing its authentic representation of HelloFresh's culture to shine through. The launch was achieved through the use of employee ambassadors who leveraged their own networks, along with the implementation of an organic social media campaign.
Culture-focused video "Inside HelloFresh"
The brief
The brief
Redesign HelloFresh's career website with the new employer brand content
Our goal was to completely overhaul the HelloFresh careers site to align it with our newly launched visual identity and brand messaging. We enlisted the help of an external creative agency to add fresh content and redesign the layout of the site.
Working closely with internal stakeholders, we gathered their input on content requirements and functionality needs. We also carefully mapped the candidate journey and carefully managed the progress of the project.
The result was a completely redesigned site that served as an informative hub for prospective candidates. It provided valuable information about our programmes, current vacancies, company culture and general company details. The revamped site reflected our brand and provided an engaging and informative experience for those interested in learning more about HelloFresh and potential career opportunities.
Click on the image to view HelloFresh's career site
The brief
Position HelloFresh as a top employer for tech talent
The primary objective was to position HelloFresh as a leading technology company and attract top talent for various technology roles across HelloFresh's technology hubs in Germany & Australia. A key focus of this initiative was to build a diverse pipeline of candidates with a strong focus on diversity, equity and inclusion.
Phase I - Captivate
To achieve this, we produced a series of videos featuring employees from diverse backgrounds and teams. These videos showcased the experiences and contributions of employees from different functions within HelloTech (HelloFresh's technology division), including front-end engineering, programme management, supply chain management, and data science. By highlighting the achievements and perspectives of these talented individuals, we aimed to inspire and attract a diverse range of candidates.
Phase II - Engage & nurture
As a complement to this project, we produced and launched a series of videos called 'Tech on Toast'. Imagine tech geniuses racing against the clock to unravel the complexities of their domain or project in the simplest way possible, all the while waiting for the toast to pop! It's a mind-bending time trial challenge that's as entertaining as it is educational.
Following its release, we strategically integrated the video series into a comprehensive organic and paid campaign, tailored to target tech talent in key markets. The results were truly outstanding, with a 75% increase in inbound applications and a 200% increase in social media impressions within a single month.
Samples of videos targeting tech talent
Sample of "Tech on Toast" video
The brief
Launch the podcast for external audience to shed a light on HelloFresh's people
The Hello Community Podcast was created to build a tight-knit community and foster connections. Our aim was not only to dive deep into the HelloFresh story, but also to provide valuable tips and inspiration for our listeners' journey with us. From career development to diversity and inclusion, there's something for everyone in the Hello Community Podcast.
The first episode, released in early July, focused on HelloFresh's D&I initiatives during Pride month. It featured team members from different departments, including Talent Acquisition, Employee Experience and Product, and gave LGBTQ+ employees a platform to share their experiences. This episode created a wave of pride on personal social media channels, spreading the word about HelloFresh and attracting talented individuals to consider joining us. Internally, the podcast created a sense of belonging and contributed to a positive culture, with employees becoming strong advocates for the HelloFresh employer brand.
Click on the image to listen to the episode on Spotify
The brief
Shed a light on the HelloFresh markets in an engaging and storytelling way
Back in the summer of 2022, we faced a significant challenge in recruiting talent across different local markets. Inspired by the success of the 'Tech on Toast' campaign, we came up with the idea of creating a narrative that would share information with potential candidates in a more creative and storytelling way - something we'd been looking to do for a long time - and after brainstorming with the external agency, the concept of a 'Cookin' Egg' championship was born.
Phase I - Pre-production
In the early stages of this campaign, we set out to create a video that showcased HelloFresh's vibrant culture, values and, most importantly, the exciting roles available in its various local markets. We needed a compelling narrative to attract potential talent and a very specific brief to get the directors and (eggcellent) judge on board to ensure the visuals were not only appealing but effective. I fully managed the pre-production phase, onboarding and gaining buy-in from all parties and stakeholders involved in this project.
Phase II - Production
At the heart of our campaign was the video itself. We orchestrated a gathering of HelloFresh's managing directors, each showcasing the unique flavour of their market as they whipped up delicious dishes using eggs. The cooking process symbolised the dynamic and diverse roles available in HelloFresh's local markets. I was at the helm of the execution phase, meticulously steering every piece of content and providing guidance and creative direction to the process on set.
Phase III - Sizzling the launch
Once we had put the finishing touches to our video and received all the necessary approvals, we launched it on HelloFresh's social media platforms. We carefully constructed a storyline that not only piqued the interest of potential talent, but also actively encouraged their participation. We invited our viewers to vote for their favourite recipe. To keep the audience engaged in this compelling story, we released weekly episodes every Monday.
Phase IV - The grand finale
As the campaign progressed, the team closely monitored votes and engagement. The managing director and local market with the most votes would receive an extra spotlight to share their vision, culture and potential career paths.
Note: The final two phases were rolled out by HelloFresh's EB team in October 2023, a year after I left the company, but all the strategies I had carefully crafted and narrowed down a year earlier were followed.
This was indeed one of the most challenging projects of my career, but one that really shaped my employer branding vision and helped me grow. It taught me the power of teamwork, project management and strategic planning, while sharing my creative vision and trusting the process. By combining culinary creativity with a strong brand and employer brand narrative, we cracked the code for HelloFresh and I'm proud to share this recipe for success with you.
Sample of teaser of the"Cookin' Eggs" video
"Cookin' Eggs" video featuring HelloFresh France
"Cookin' Eggs" video featuring HelloFresh UK
Sample of "Cookin' Eggs" video cut for social media
Awards
Built In Best Places to Work 2023
B Certified Corporation 2022
Best Workplace for Women - UK 2022
Great Place to Work - Netherlands, UK, US 2022
Finalist of the RAD Award in the category "Best In-House Employer Brand Team" 2022