After a period of significant change, Pandora had new leadership and a clear vision for the years ahead. It needed an employer brand that would support its future growth and celebrate its new direction. This would need to unite Pandora employees globally, reflect a shared sense of optimism, purpose and pride, and introduce people to its dynamic and entrepreneurial culture. Research included speaking to leaders and managers across different aspects of the business and focus groups with employees.

This unearthed four values of Dream, Dare, Deliver and Care. A fifth pillar was added of ‘Craft the incredible’, which would reflect the way ‘Pandorians’ create amazing customer moments and industry-changing ideas. Photoshoots in Copenhagen, Italy, Vietnam and London contributed to personal and distinctive imagery that showed the key values, and the new brand was launched internally with an internal video and second ‘hero’ video shown at town halls. LinkedIn posts showed Craft the incredible ambassadors and these videos were shown on global office screens. Content was nuanced for key global regions and a specific Christmas recruitment campaign did so well that Pandora closed applications three weeks early.

The campaigns were updated for the following year with new TikTok reels in more languages, updated banner ads and new ambassador videos. To ensure its continued success, SMRS helped Pandora to create new employer brand guidelines and a tool kit. There is a social strategy to keep the brand fresh all year round, with tailored messaging for retail and digital audiences. The new brand and assets have helped the company hire more than 1,000 head office colleagues and 4,500 retail employees for peak times.