An employer brand that delivered identity, differentiation and quality…
Costa need little introduction as a brand. But if anything, they are too popular. With no employer positioning, people were just applying because they loved Costa. We needed to create an employer brand that would bring the different opportunities to life and help find the right talent – quality over quantity.
We created a message that attracted and retained passionate individuals who both bought into Costa’s values and vision, and had the confidence to bring their own skills, personalities and ambitions to the business; Bring your unique blend. A copy-led 360 brand – we applied it across everything from in-store marketing with its eye-catching window vinyls and Wi-Fi login takeovers, to fully branded event stands and giveaways, a refreshed careers website, guidelines, induction days and toolkits.
From April to September 2015, compared to six months previously, applications were down 8%, yet conversions were up by 14%.
“Bring your unique blend is more than our employer brand. It’s our identity, our differentiator, our inspiration.”
– Ann-Marie McGowan, Employer Branding Project Advisor, Costa Coffee
RADs 2016 – Best Employer Brand
CIPD RMAs 2016 – Best Employer Brand – Nomination (TBA)
Art Director: Steve Frith