Strategic Creative Direction | Employer Branding Revolution
Lidl was ready for a new take on employer branding. Less corporate. More human.
So we flipped the script—literally. No more polished paragraphs full of buzzwords. Instead, we asked: what if job ads were written by employees themselves?
We gathered raw, unfiltered input from over 100 Lidl team members - from logistics to store to HQ. Their thoughts, frustrations, and ideas were fed into an AI model to generate a bold, brutally honest rewrite of the original job description.
Then we hit record. We showed employees the old version. We showed them the new one. And we captured every honest, surprised, hilarious, or painfully true reaction.
The result? The Most Honest Job Description—a fresh format that redefines how companies talk about jobs.
Gathered unfiltered input from 100+ Lidl employees across functions and regions. No surveys, no corporate filters—just honest conversations about what their jobs actually involve.
Used AI to craft new job descriptions based entirely on what employees actually think and say. The technology amplified human truth rather than replacing it.
Put both versions in front of employees and let the cameras roll. From "that's not how we talk" to "finally, someone gets it"—the contrast said everything.
We structured the videos around these unscripted reactions, turning a simple before-and-after into an emotional narrative about identity, voice, and respect.
Two days. Two languages. Zero compromise.
We shot everything—interviews, cutdowns, stills, behind-the-scenes—in just 2 days, across multiple locations. All content was delivered fully bilingual (French and Dutch), from interviews to graphics to subtitles.
What we delivered:
Fast-paced production. High-volume output. Premium quality maintained throughout.
This wasn't just a video campaign—it was a statement. By giving employees a voice, Lidl made it clear: We're not just hiring people. We're listening to them.
The impact:
The campaign didn't just attract candidates—it transformed how Lidl thinks about employee communication.
Traditional employer branding: Corporate messaging about company values, polished testimonials, buzzword-heavy job descriptions.
Our approach: Let employees rewrite the rules. Use their actual words. Show their genuine reactions. Trust that authenticity converts better than polish.
The result: Content that feels real because it is real. Recruitment materials that attract the right people because they show the actual workplace, not the marketing version.
This campaign proved that strategic creative direction can transform traditional corporate communication by putting authentic employee voices at the center.
If your recruitment content sounds like every other company's recruitment content, you're losing quality candidates to competitors who show authentic workplace reality.
The lesson: Employees are your most credible messengers. When they speak honestly about their work, candidates listen. When they feel heard and represented, your employer brand becomes magnetic.
The opportunity: Transform your recruitment approach from corporate messaging to authentic employee storytelling. Create content that attracts the right people because it shows them exactly what to expect.
Ready to revolutionize your employer branding with authentic employee voices?
Let's create something major together.
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