DANONE BUSINESS SERVICES & DANONE PLANNING CENTER

How can we effectively and simultaneously reach the right target groups, build employer brand awareness, and encourage candidates to apply? We handled this challenge by implementing a multichannel image and recruitment campaign supporting DANONE's transformation. Here's how:

SCOPE OF WORK:

Communication strategy and EB action tactics
Performance campaigns
Creative claim and key visual
OOH campaign (metro + billboards + bikes)
Two landing pages
Gym network campaign
24-month action plan
Campaign materials

GOAL

DANONE's development in Poland - the expansion of their Danone Business Services Center (DBS) structures and the opening of the Danone Planning Center (DPC) in Katowice - moved us to prepare a strategy to support their employer's image and talent acquisition efforts.

Our task was not only to create a communication strategy for the two units but also to align communication under a slogan that reflected the culture and specifics of work at DANONE and the autonomy that a new employee receives after joining the team.

OUR APPROACH

We started working on the strategy by analyzing the existing data, the recruitment competition and supplementing them with key information related to the labour market in both cities. We also analyzed the key target groups from the brand's point of view to move on to developing a communication strategy aimed at building the image of DANONE as an employer in a new location (Katowice), as well as to encourage candidates to apply for open positions both in Katowice and Warsaw.

DANONE has been conducting attractive communication in the labour market for years and has solidly built EVP pillars and values that effectively reflect the organization's culture. Considering the key aspects of the company's operations and the conclusions from our analysis, we decided to intensify activities around the existing advantages of DANONE as an employer instead of making a full transformation in the brand communication.

The key element of the campaign is a creative claim, which is based on the employer brand pillars, - values and EVP. Building on the well-known DANONE slogan "One Planet One Health", we created a message (and then some tactics) that meets the recruitment needs and characteristics of the organization in Warsaw and Katowice: the slogan "One Danone. Many Opportunities."

Our message emphasizes the multitude of perspectives and, on the other hand, combines all the possibilities that the brand guarantees to its employees. This claim is adapted in tactical messages, mainly adding a second part: "By you. For you."

This message represents the independence, commitment, and appreciation people find in the company and shows the impact they can have on the reality of the organization and beyond.

IMPLEMENTATION OF ACTIVITIES

We started the implementation by preparing two landing pages, each in English and Polish. They are a key touchpoint in the candidate journey because they present the narrative around the business units. We added some animations to these sites to bring candidates closer to the location and to build awareness of the DANONE employer brand.

In the next stage, we prepared campaign materials in four languages: Polish, English, French and Spanish. The campaign was planned for online and offline channels. While the digital part played a key role in building the brand's image and supporting recruitment activities, outdoor activities, carried out both in Warsaw and Katowice, aimed to increase awareness of DANONE as an employer brand.

The elements of the online campaign focused on image and recruitment, while the outdoor executions included mixed media - metro stations in Warsaw, billboards in Katowice and city bikes in both cities. The main goal of all activities was to direct recipients to a dedicated landing page, where they could learn about the offers and opportunities that DANONE has for them.

In September 2024, the OOH and online campaigns started, and they continue to this day. They are regularly optimized to find key competitive advantages, as well as possible changes affecting their effectiveness on Meta (Facebook & Instagram), Google, and LinkedIn.

At the beginning of 2025, DANONE employer advertisements were also present in Warsaw and Katowice gyms, encouraging the development of a professional career in the newly started year.