We attract with products. We inspire with people.

The first cohesive employer branding strategy and campaign for 40,000 employees and five brands.

Client: LPP
Year: 2024–2025
Scope: Communication strategy, key visual, copywriting, photo shoots, film, OOH and FOOH, social media
Service: Employer Branding

LPP – We attract with products. We inspire with people

Challenge

Over 40,000 employees, 40+ markets and five brands. One story about working at LPP.

The Group, present in more than forty markets – from Warsaw, through Shanghai, to Dhaka – had no shared employer branding strategy. With a fast-growing business built from five brands and companies (including LPP Logistics and LPP Retail), the need emerged for one coherent EB strategy for the whole group – the first of its kind in LPP's history.

We started with quantitative and qualitative research to define the EVP, manifesto and claim. The work took more than twelve months, and the finished strategy was also rolled out by LPP's foreign subsidiaries, which actively adapt its principles to their own markets.

Idea

We attract with products. We inspire with people.

The campaign claim draws attention to two things: the product, and the people behind it. On the visual side we focused on showing the diversity of the Group's companies, employees and everyday tasks at LPP: we produced a professional photo shoot for the campaign's protagonists, carefully planned video shoots, and seven key visuals dedicated to specific areas of the business.

The image film features real LPP employees, capturing the pace and atmosphere of the work and the energy running through the brands' DNA. We took the campaign everywhere candidates are – into cinemas, onto 330 outdoor formats across 9 cities, and into social media – and backed it with dedicated FOOH (fake out of home) placements, a technology never before used in employer branding. It was the first activation of its kind in Poland used to promote an employer.

Execution

The campaign reached more than half a million viewers in Multikino cinemas, and over its full run, the Careers page logged 152,646 visits.