LIDL medewerker analyseert een vacature voor winkelbediende

Lidl

Recruitment Marketing

Job ads written by people who never did the job? Not at Lidl, where 100 store employees wrote what their job is really like.

What we did

Creative concept
Production
Design

Challenge

Does the job match the description?

60% of Belgians have felt a gap between what a job promised and the reality. So, it’s time to get real. We asked store employees to review the job ads for Store Employee and Assistant Store Manager. In the first campaign wave, colleagues openly critique the very texts that describe their jobs.

Social media visuals in een grid

Concept

Breaking standards

For the second wave, we teamed up with Who Owns The Zebra, the digital expert within the 62MILES group. They built and trained a language model that turned input from 100 employees into two new, radically honest job ads. Those texts became the campaign, in OOH and online.

Curious about the result? Check out the most honest job descriptions you'll ever read for Store Associate en Assistant Store Manager.

Lidl medewerkers gebruiken de AI vacaturetekst-tool

Honest ads, better candidates

The new job descriptions show the job as it really is. Candidates know exactly what to expect. And that’s the point. Not necessarily more applicants, just the right ones.

Een verzameling van quotes door Lidl medewerkers
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Ready to
ditch the
default?

Sameness is everywhere. But you want to do things differently. No copy-paste campaigns. No off-the-shelf formulas. You want your employer brand or change journey to stand out, driven by bold ideas and built to get real results. You're in the right place.

Our vision Contactez-nous