EMPLOYER BRANDINGHow A.S. Watson grew and professionalized their employer brands with Content Stadium
clear brand identities
in job applications
Nicole is an Employer Branding & Recruitment Specialist at A.S. Watson — the world’s largest international health and beauty retailer. Her team is made up of 12 specialists. Their role is to attract job applicants and fill vacancies for their ICI PARIS XL, Kruidvat, Trekpleister and A.S. Watson brands.
In 2020, to reach and attract more potential employees, Nicole and her team started focusing on employer branding. This included developing strong stories and recognizable employer identities for each of their brands. Their ambition? To build the best employer brands in retail!
Before coming across Content Stadium, the team already ran several careers-specific social media channels: from LinkedIn to Instagram and Facebook. With no designer on the team, Nicole and her colleagues created content for these channels themselves. In-store employees would send them photos and videos of varying quality, and the team used default Instagram filters to edit their content.
“We posted content on social media, but not frequently. We didn’t yet have a clear brand or a lot of followers or reach. There was still a lot of potential to grow and professionalize our employer branding channels,” said Nicole.
We empowered Nicole and her team to easily create high-quality and always on-brand social content themselves, by building flexible social media templates tailored to each brand. The team can now access these templates in our user-friendly platform, where they can create social media images, animations and videos in just a few clicks, whenever they need.
For example, check out how their A.S. Watson quote template works:
“What we really like about Content Stadium is the flexibility of our template designs. We can add pictures, polaroid frames, buttons, hide or make elements visible, change the letter types… There are so many options that we can easily create lots of different designs using just one template, while always staying on-brand.”
Nicole and her colleagues now use their templates across LinkedIn, Instagram and Facebook to:
“Even if the photos and videos we receive from our in-store colleagues are not of the best quality, once we put them inside a template the whole look is elevated. Our posts and our feeds look professional, and more importantly, they are recognizable.”
Since going live in September 2020, the A.S. Watson recruitment team have been using our Content Stadium content creation tool daily. Combined with their overall focus on employer branding, they’ve seen some great results come in already:
Top management have also noticed the change and have been impressed by the visibility and quality of the new social media posts.
Learn more about Content Stadium for employer branding and recruitment teams.