The brief
Develop and launch the localization of EVP for key markets
The aim of this project was to bring our EVP to life across all touchpoints of the candidate journey and employee lifecycle. We also wanted to increase our brand recognition as an international company and an exceptional destination for talent in Europe.
To achieve these goals, we developed and implemented our localised EVP strategy in key markets, successfully expanding our brand presence across Europe. We created compelling EB concepts, design assets and a comprehensive toolkit of resources and activation content. We also developed materials to equip our recruiters and hiring managers with the skills to effectively present our company to candidates with diverse backgrounds and motivations.
Throughout the execution phase, I fully led the EVP localisation workshops with key HR and business stakeholders. We also launched the global hashtags #LifeatTrendyol and #TrendyolInternational to amplify our message.
Introduction video "What is Trendyol?"
The brief
Humanize Trendyol’s brand and position our employees as industry experts
The primary objective of this project was to humanise the Trendyol brand and position our employees as industry experts. By showcasing the unique personalities, experiences and expertise of our employees, we aimed to create a more relatable and approachable image for our brand. This helped us build stronger connections with our audience and establish Trendyol as a trusted authority in the industry.
Project scope included:
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Employee spotlight: Developed a series of employee spotlight features highlighting the stories, achievements and contributions of our employees. These features showcased the diverse talents within Trendyol International and shed light on the company's culture and values.
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Culture ambassador content: Created and/or curated engaging and informative content written by our employees on topics related to company culture, industry trends and best practices followed at Trendyol. This content demonstrated the expertise of our employees and established Trendyol as an industry leader.
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Social media engagement: Implement a social media strategy that leverages our employees' expertise to engage with our audience. Encourage employees to share their insights, tips and behind-the-scenes stories to foster a sense of connection and authenticity.
Samples of employee spotlight organic posts
Click on the image to read full article
The brief
Define and establish the global employer brand tone of voice
Creating a unique and compelling tone of voice for Trendyol's employer brand was a strategic endeavor aimed at attracting top talent, fostering employee engagement, and reinforcing the company's values.
Project scope included:
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Understanding the brand identity: Before delving into the tone of voice of the employer brand, it was critical to have a deep understanding of Trendyol's overall brand identity. This included examining the company's mission, vision, values and existing brand voice.
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Defining employer brand goals: The first step in creating the employer brand voice was to clearly define its goals. These included attracting skilled professionals, reflecting a positive workplace culture, and aligning with Trendyol's values. The voice needed to resonate with potential and current employees and be adaptable for international markets.
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People and culture research: To create an authentic voice, extensive research was conducted within the organization. This included employee surveys, interviews and focus groups to understand their perceptions, experiences and what they valued most about Trendyol's culture.
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Identifying key pillars: From the research, key pillars emerged that defined Trendyol's employer brand: We Go, We Grow, We Care, and We Build. These pillars would serve as the foundation for the tone of voice.
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Crafting the Tone of Voice: The tone of voice chosen was designed to be inclusive, humble, warm and welcoming, reflecting the company's commitment to people and planet.
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Developing Key Messaging: A set of key messaging guidelines was developed to ensure consistency across all communication channels. This included specific messaging for job postings, career pages, social media and internal communications.
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Tone Implementation: The new tone of voice was implemented across all touchpoints, including the careers website, social media channels, internal communications, and recruitment materials. Training and guidelines were provided to HR teams and hiring managers to ensure a consistent voice in interviews and interactions with candidates.
Trendyol style guide for employer brand
Samples of behind-the-scenes organic posts
Sample of culture ambassador content
The brief
Launch Trendyol Life page on LinkedIn with new content reflecting the international brand
Managed the launch of a dedicated Trendyol International page on LinkedIn. This page was designed to showcase our new international brand and engage with a global audience of professionals and industry enthusiasts.
Key achievements:
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LinkedIn page creation: Created a compelling LinkedIn page for Trendyol International that reflected our international brand identity and values. The page served as a digital hub for sharing updates, insights and opportunities.
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Creating compelling content: Developed a range of new content specifically tailored to the LinkedIn platform. This included informative articles, engaging videos and employee testimonials. The content aimed to provide valuable insights, showcase our expertise and drive engagement.
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Brand consistency: Throughout the content creation process, we maintained a strong focus on alignment with our core brand identity. The visuals, tone of voice and messaging consistently conveyed our unique value proposition and positioned us as a dynamic industry player across Europe.
Click on the image to view Trendyol International "Life" page on LinkedIn
Samples of employee testimonials
The brief
Launch company's first "Day in a Life" video series to enhance the employer brand and champion diversity and inclusion
The aim of the 'Day in a Life' video series was to showcase Trendyol's diverse international team and highlight its vibrant culture. The videos emphasised the value of diversity and showcased the range of backgrounds, perspectives and talents within our global marketplace.
For international audiences, these videos promoted inclusivity by providing a glimpse into the daily lives and work environments of our team members from different countries and cultures. This promoted cross-cultural understanding and appreciation, which is essential for our international markets to understand Trendyol's success.
The project was in line with Trendyol's internationalisation strategy, especially in key European countries. Recruiting diverse talent became a priority and the 'Day in a Life' videos served as a powerful recruitment tool. Prospective employees gained a first-hand insight into our dynamic and inclusive working environment in Trendyol's international offices. The videos built trust and authenticity by showing real faces and stories, attracting top talent from around the world.
Through my creative direction, I captured the essence of Trendyol and its international team members, telling their stories in an authentic and compelling way. This project allowed me to combine my passion for storytelling with my expertise in video production and talent marketing.
Samples of the "Day in the Life" video
The brief
Architect a new career website that becomes a primary destination for candidates and employees alike
The foremost goal of the new Trendyol career website was to accurately reflect the company's vibrant and varied culture. This platform was designed to highlight the diverse makeup of Trendyol's global team, celebrating the unique backgrounds, viewpoints, and skills spanning our worldwide operations. The launch of this updated and brand-aligned website aimed at fostering inclusivity and enhancing cross-cultural understanding, which are key for our international audience.
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Central to our strategy was the focus on attracting a diverse talent pool. Therefore, the website was crafted to serve as an effective recruitment tool, offering potential employees a genuine glimpse into the inclusive and dynamic workplace environment at Trendyol's global offices.
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This project was a testament to teamwork and collaboration. I was part of an incredible team, where each member focused on specific tasks and sections of the website. My personal responsibilities involved researching and gathering benchmarks, developing a content distribution strategy, and overseeing interface design. Additionally, I handled the analytics assessment and the promotion campaign strategy. Working on this project was a fulfilling experience, and it was rewarding to see it evolve into a lively and engaging hub for those aspiring to be a part of Trendyol.
To view the career website, click on the image
Awards
Kununu Top Company 2023-2024
Best Employer Brand on LinkedIn 2022-2023