16/10/2024

Fantastic and Lidl break the HR Standard with the most honest job descriptions ever

The HR world runs on standards. One of them? The job description, almost always written by people who don’t actually do the job. How can they give an honest picture? They can’t, according to Fantastic and Lidl. So we set a new standard: the most honest job descriptions ever. Written by 100 people who actually work in Lidl stores.

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Lidl de eerlijkste vacatures

The numbers don’t lie. 60% of Belgians have experienced a gap between what a job ad promised and the reality. That’s a problem.

Time for a different approach. Fantastic asked store employees to review the job ads for Store Employee and Assistant Store Manager. In the first campaign wave, colleagues openly critique the texts that describe their own roles. Degree required? Leadership experience? Thriving on constant change? Not always true, as the videos reveal.

For the second wave, Fantastic teamed up with Who Owns The Zebra, the digital expert within the 62MILES group. Together, they built and trained a language model that turned input from 100 employees into two radically honest job descriptions. With those new texts, Lidl launched campaigns in DOOH and online.

“Everyone claims authenticity. Few dare to show what a job is really like. We don’t create employer branding campaigns for the boardroom. We create them for the audience. And together with Lidl, that’s exactly what we did.”

Ken Callebaut, creative director Fantastic

Marjolein Sackx, Project Manager Employer Branding at Lidl BeLux, adds: “We immediately saw the potential of this idea. The right job ads lead to better candidates, who stay longer. Those are the people we need to support our growth: quality over quantity.”

 

Curious to see more?
Explore the full campaign in our case.

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