To develop a global EVP and creative platform with sufficient flexibility to adapt to different market contexts and target groups.
Working closely with our talent team, Universum has helped to develop a clearer and more compelling employer brand strategy and framework. This has enabled us to communicate our employer brand proposition more consistently and effectively both globally and locally.
Shaping a Successful Employer Brand
Employer Value Proposition
The Employer Value Proposition (EVP) pillars were first developed in 2018 drawing on Universum’s global talent insights, client workshops and employee focus groups. The EVP was subsequently updated in 2020 to ensure it is closely aligned with the new corporate purpose and a range of new policies designed to help Mondelez adapt successfully to the post-Covid talent environment.
The ‘Make It’ tagline and creative framework were designed to combine a consistent call to action with a wide variety of potential variations capable of adaptation to the needs and aspirations of different target groups.
Guidance on the application of the creative framework was provided in an Employer Brand Cookbook covering every aspect of the new creative identity and campaign structure. This was then translated into an online brand management tool enabling local recruitment managers to tailor content to their needs within a consistent brand framework.
Creating a video that brought the EVP to life
Universum worked with MDLZ to create a script that brought the EVP to life in a succinct and engaging way. This was then storyboarded by our creative team and briefed in to a local production agency for filming and editing.
Running in parallel to creative development, the persona project helped define key profiles in ways that help recruiters identify, attract and engage the right people to become the future makers and bakers of MDLZ.
Social Media Playbook
With the Employer Brand look and feel established, we turned our attention to the social media rollout, creating campaign concepts that would bring each pillar of the EVP to life, aligned to the drivers for particular personas and audiences.
About the company
Mondelez International is one of the largest snack companies in the world with iconic global and local brands such as Oreo, belVita and LU biscuits; Cadbury Dairy Milk, Milka and Toblerone chocolate; Sour Patch Kids candy, and Trident gum.