The challenge

Lidl was ready for a new take on employer branding: less corporate, more human.

Job ads full of polished buzzwords weren’t showing candidates what the work is really like.

The solution

We gathered unfiltered input from over 100 Lidl employees, from logistics to stores to HQ. Their thoughts, frustrations and ideas were fed into an AI model to write a brutally honest version of the original job description.

Then we showed employees the old version and the new one, and filmed every honest, surprised and funny reaction. The films were built around those unscripted moments.

Everything was shot in two days across several locations and delivered fully bilingual in Dutch and French: reaction films, social cuts, behind-the-scenes content and stills.

The result

The Most Honest Job Description: a recruitment format built on employees’ own words, showing candidates the real workplace and starting conversations inside the company.