Year: 2024
Achievement/category: Winner in In-house Employer Brand Team of the Year and shortlisted in Events and Experiential
Client: Just Eat Takeaway.com
Agency: In-house
Industry: Hospitality
Just Eat Takeaway.com’s employer brand strategy, in their own words:
Our team has a holistic, strategic approach, linked to our overarching mission. We built and use our EVP as the backbone for everything we do. We deliver flexible solutions given the fast changing nature of our business.
We add value within 3 strategic pillars:
1. Increase employer brand awareness and consideration – focused on brand consistency, authentic storytelling and differentiating campaigns.
Our experiential activations such as our food truck for campus and longest European bike delivery tour connecting engagement and attraction in one 3100 km epic summer bike ride.
2. Bring high quality candidates to the table – through full funnel campaigns and series based content strategy.
We built and use our EVP as the backbone for every story we tell. Our leadership podcast, social content strategy, DEI activations, office tour reels and tech meetups, events and blogs.
3. Retain our people – through unique experiences
An example is the recent activation of our sponsorship deal for our people organising 18 events around the world for our people to join in and win amazing prizes.
Iconic activations
As with any other employer brand, we built a solid EVP, the backbone of our offering and storytelling. However, we want potential employees to experience our culture in person, we don’t weant to just tell them about it.
Our iconic experiences help us stand out from the crowd because they combine attraction and engagement in a fun and unique JET way.
Over the past 2.5 years we organised the longest European food delivery tour by bike, created a food truck for campus activations, made our UEFA sponsorship come to life for our people across the globe and connected our presence at events to our ERGs.
We see this as a long term strategy, not just a one off. And it works.
Longest European delivery tour by bike
We wanted to deliver a unique and powerful experience that combined attraction and engagement in a fun and meaningful way.
We asked 2 vloggers and long distance bikers to tour Europe during the summer. They stopped in 10 countries and cycled over 3000 kilometres through Europe in 2 months.
They made 3 food deliveries per stop. They also stopped at our offices and interviewed our employees and couriers along the way. They had a grand finish at the Amsterdam office and started the internal JET well being challenge.
Apart from the combination of attraction and engagement, this also showed the breadth of our operations, cultural diversity and opinions of the work our couriers do.
Food truck for campus activation
We are always looking for unique experiences only JET can deliver as a brand. As we are all about food and delivery, a food truck made complete sense.
We set out to raise brand awareness with student audiences. Our food truck visited campus events and had a social activation attached. Students could win food experiences when posting their pictures of us.
We also used the food truck as a stand at the European Women in Technology exhibition. A great way to stand out from the crowd with a promotion that is unique to our brand.
Bringing our sponsorships to life for our people
Our marketing team has a 3 year sponsorship deal with UEFA. We partnered with them to bring the sponsorship to life for our people.
Leading up to the finals our JETers had the opportunity to get involved and experience our sports sponsorship deals by joining a worldwide competition supporting our employee engagement and social strategies. Activities were hosted in 18 offices, 16 countries and 3 continents.
The lucky winners experienced an all expenses paid trip to one of the finals in June. However, the point was for everyone to be able to join in and have fun, creating an inclusive connection.
Using our events as recognition tools for our ERGs (DEI communities)
As a team, we participate in various events to attract people to JET. To make sure these are also used as an engagement opportunity we provided free speaker training and our DEI communities can join the conferences as a reward for their great representation of our company.
For example, at European Women in Technology, we had our own women in tech community provide a speaker, but also host their annual meeting and connect with potential candidates at our booth.
The same concept is used at Black Tech fest in the UK, Droid con in Berlin and Collision in Canada.
