RIMI employer reputation campaign
May and August 2014
The goal was to create an excellent employer reputation campaign for Rimi. The main target audience was young people aged 18–25. An additional task was to engage with existing employees of Rimi and Säästumarket and highlight their positive experiences.
Before the campaign, we concentrated on internal communication. For example, in the filming of the TV-clip, Rimi enrolled nearly 100 employees – this experience gave them the opportunity to learn about the employer from a different perspective.
The campaign was launched just before the summer season workers usually start looking for work. The main communication channels were TV and outdoor media. Additionally, a separate online campaign that included social and mainstream media was directed to the main target audience. Various mobile channels were also included.
We supported the campaign with PR-activities, which created a positive focus on supporting staff. The campaign featured 15 times in the media, which all supported Rimi’s image as a good employer.
The second wave of the campaign took place at the beginning of autumn, with the aim to provide work opportunities for students.
During the campaign period, the number of job applications increased 9 times, and quite a few job offers received more than 100 applications. During the campaign, the position of supporting staff members was positively covered in media. 69% of follow-up study participants assessed Rimi as an employer that has good working conditions and environment, and provides a stable and reliable job with career opportunities.
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