・work・AS Watson
FRIENDSHIP WORKS
For Kruidvat, standing out in the competitive retail job market meant showcasing its vibrant work culture in a way that resonated with young job seekers. The Vriendenteam campaign transformed recruitment into a shared adventure, inviting candidates to apply alongside their friends.
Agency
Client
Field
Project overview
Kruidvat wanted to attract top retail talent while differentiating itself as a welcoming and authentic workplace. The challenge was to design a campaign that combined recruitment goals with a compelling narrative, engaging candidates across multiple touchpoints and encouraging meaningful applications.
big idea
Tapping into the insight that young job seekers are more likely to apply if they can work with their friends, the Vriendenteam campaign encouraged applicants to team up with their peers. By making the process fun, social, and reflective of Kruidvat’s inclusive culture, the campaign captured the essence of camaraderie and collaboration.
Results
The Vriendenteam campaign drove exceptional results by reimagining the job application process. By integrating real employee stories into targeted social media ads, gamified online applications, and in-store promotions, the campaign engaged candidates across multiple touchpoints. The campaign generated 30,000 applications, doubling the previous year’s numbers, and reduced the bounce rate on the careers site by 8.25%. Its creative and human-centric approach earned it the Gold Content Award in 2024, cementing Kruidvat’s position as a leader in retail recruitment.
0
Total yearly hires
0
Number of shops
0