Grupo Modelo is a Mexican brewery that exports its products to many countries around the world. It is also one of the largest employers in Latin America, continuously expanding by building new service centers in various cities across South America. One of the brand's most important strategic goals is to attract top talent located in Mexico's emerging metropolitan areas.
Scope
Our task:
Grupo Modelo is one of the most recognizable employers in Mexico and South America. The brand is currently expanding its Transformation and Service Center, which comprehensively supports the operations of this geographically dispersed Group. Due to the planned increase in staffing at the Center, the company is seeking to promote its new location to support ongoing recruitment processes. Our task was to develop a promotional strategy for the new Center, based on a localized offering targeted at talent, in line with what Grupo Modelo communicates at its global touchpoints.
Based on the research and analysis conducted, we diagnosed the Grupo Modelo brand as an employer, highlighting its strengths and potential areas for improvement. The developed Radar allowed us to select the most appropriate attributes to promote the Center. These elements represented the brand’s strengths while also aligning with the expectations and motivations of local talent.
To find the most suitable attributes to promote the Center, we conducted research with employees in Aguascalientes. We defined their needs and motivations and identified the brand’s key strengths.
We communicated the defined technical EVP through a simple, concrete, and easily memorable central theme: "WITH YOU IN OUR CENTER/ WITH YOU AT THE CENTER." This double meaning of our slogan positions the Center itself but, more importantly, highlights the brand’s approach to its employees by putting them first.
The selected concept is consistently promoted within the company. We developed a campaign to promote the value proposition among current Center employees. The campaign included corporate events aimed at integrating different departments of the Center, promoting a rich range of benefits, promoting the ambassador program, and encouraging employee referrals.
The campaign was divided into several stages, focusing on different target groups at different times (students, administrative employees, single mothers, people with disabilities, etc.). In the next stage of promotional activities, communication expanded to external channels: the Group’s corporate websites and social media.
The core of the entire activation was a dedicated landing page, which provided the most important information about working at the Center: the offer, benefits, employment conditions, development opportunities, recruitment process, leaders, CSR activities, and more. The website also allowed for intuitive and easy application for available positions as well as contact with the Center.
To increase the reach of the campaign, an ambassador program was launched, where employees themselves endorsed the Center’s offerings. The channel used for this program was LinkedIn. Performante supported employees in content creation, and in designing, planning, and analyzing the publications.
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