Willaert makes connection with employer branding campaign
Willaert is one of Europe’s leading tree and garden plant nurseries. But at heart it’s a family firm with family values, where people come first. The folks there asked us to create an employer branding campaign to help those values take even deeper root and strengthen the sense of belonging and unity throughout the company.
Four values to cherish
The people at Willaert are given free rein to indulge their passion for garden plants and cultivate their talent alongside enthusiastic colleagues who put customers first. Everyone is able to grow by embracing the four Willaert values: flexibility, passion, team spirit and knowhow. We expressed that in an attractive four-leaf clover icon representing that quartet of values.
Visualising the Willaert spirit
We created a set of images featuring members of staff to show that the four Willaert’s values are part of the DNA of every person at the company. Our photographer and videographer pulled on their wellies and set off for a shoot. The result was a series of compelling portraits perfectly suited to showing everyone in the organisation the passion for plant life shared by all Willaert people.
Image-sharpening video
For Willaert, humour is a positive quality that brings people together. It can give your message extra punch too. We made four short videos to promote the Willaert values. Two Willaert employees – and yes, they really are called Will and Aert – had starring roles. Authenticity was the name of the game. Interested to see how Will and Aert adapted to their new role as brand ambassadors? Scan the QR code.
Staff party rollout
The in-house employer branding campaign launch came at Willaert’s staff party, where the photos and videos were revealed for the first time. We produced posters and leaflets, and created a fun interactive video quiz round. Participants had the chance to watch the videos with a questionnaire and response sheet to hand. A the end of the party, everyone was presented with a keyring featuring the ‘We grow together’ four-leaf clover logo. A fitting souvenir that strengthens the bonds between all employees.
Watch this space
The in-house campaign was followed by an employer branding campaign on the socials to attract new employees. The ideal candidate is passionate about nature, shares the values of the company and wants to help Willaert shine at the Olympic Games, in the Louvre, at Middelkerke Casino or whatever the project might be. The campaign is now in full swing. Read about the results in the next issue.
