Our Work with Mondelēz International

About Mondelēz International

Mondelēz International is one of the largest snack companies globally, known for iconic brands such as Oreo, Cadbury Dairy Milk, Toblerone, and Trident. With global net revenues of approximately $36 billion in 2023 and 91,000 employees serving over 150 countries, Mondelēz International empowers people to snack right.   

Summary

Mondelēz International aimed to develop a global Employer Value Proposition (EVP) and creative platform with the flexibility to adapt to various market contexts and target groups. The goal was to create a consistent and compelling employer brand strategy that could be effectively communicated both globally and locally. 

Our Work with Mondelēz International 

Under the “Make It” concept, we developed a framework and content to showcase Mondelēz International’s refreshed employer brand, focusing on achieving the right balance between global consistency and flexibility for local adaptation.  

Employer Value Proposition Development 

The EVP pillars were initially developed in 2018 using Universum’s global talent insights, client workshops, and employee focus groups. In 2020, the EVP was updated to align with Mondelēz’s new corporate purpose and policies designed to navigate the post-COVID talent landscape. This ensured that the EVP remained relevant and responsive to changing market dynamics. 

Creative Platform: "Make It" 

The "Make It" tagline and creative framework were crafted to provide a consistent call to action while allowing for adaptations to meet the needs and aspirations of different target groups. Universum provided comprehensive guidance on applying this creative framework through an Employer Brand Cookbook, which covered all aspects of the new creative identity and campaign structure. This was further supported by an online brand management tool that enabled local recruitment managers to customize content while maintaining consistency with the global brand. 

Brand Video 

Universum collaborated with Mondelēz to create a brand video that effectively brought the EVP to life. This involved scripting, storyboarding, and coordinating with a local production agency for filming and editing, resulting in a succinct and engaging video representation of the EVP. 

Persona Development 

Alongside the creative development, Universum ran a persona project to define key profiles. This helped recruiters identify, attract, and engage the right talent to become future makers and bakers at Mondelēz International. 

Social Media Playbook 

With the Employer Brand’s look and feel established, Universum developed a social media playbook. This included campaign concepts designed to bring each pillar of the EVP to life, tailored to the drivers of specific personas and audiences. 

Impact 

The collaboration with Universum enabled Mondelēz to craft a flexible yet consistent global EVP and creative platform. This has allowed the company to communicate its employer brand proposition more effectively across different markets and target groups, strengthening its ability to attract top talent.