Double award for the Leroy Merlin campaign

Leroy Merlin received two awards: in the Employer Branding Strategy and the Career website/tab/landing page categories.

The image and recruitment campaign for Leroy Merlin, prepared in cooperation with HRK Employer Branding, was launched at the end of March and was met with the recognition of the jury of the Employer Branding Excellence Awards 2018. Leroy Merlin received two awards: in the Employer Branding Strategy and the Career website/tab/landing page categories.

The Employer Branding Excellence Awards competition rewards employers who master the art of employer brand development and apply practices which can serve as an inspiration for other companies. This year, the competition organisers faced quite a challenge: they received as many as 126 submissions in 7 categories. The Leroy Merlin campaign was among the winners.

These activities resulted in the first image campaign in Poland which uses sponsorship of the Polish national football team to encourage candidates to apply. According to current trends, it is a 360-degree campaign, which — apart from standard activities — also uses radio, mobile, video and social media advertising. Leroy Merlin invited its employees to participate in the campaign.

As demonstrated during the first months of the campaign and judging by the results, this direction turned out to be the perfect choice. There has been a significant increase in the interest of candidates to work for Leroy Merlin.

A new version of the career website was also introduced as a part of the campaign. ‘We were trying to look at the career page from a candidate’s perspective. Our objective was to make its appearance more attractive and shorten the path to application’, says Joanna Kotzian. The jury of the 7th edition of the Employer Branding Excellence Awards praised the website: www.kariera.leroymerlin.pl, awarding Leroy Merlin an additional distinction in the Career website/tab/landing page category.

The campaign is the result of cooperation between Leroy Merlin Corporate Communications and HRK Employer Branding teams. It is yet another employer branding campaign conducted for Leroy Merlin in cooperation with HRK S.A. The previous one, ‘Everyone is unique’, became a part of the Adeo Group’s catalogue of best practices.