• Consumer goods & retail


  • Employer branding
  • Brand identity
  • Brand communications

Due to its strong expansion, Lidl is dependent on competent and qualified employees in various areas.

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Initial Situation

Lidl needed to strengthen their employer brand in the "war for talent"

Lidl's reputation as a discounter and a false perception of the career opportunities hid the broad and attractive range of career options, which offers great potential in particular for young talents.

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Starter Kit


Refinement and visual translation of the Lidl employer branding strategy

In order to understand what differentiates Lidl and makes it attractive as an employer, employee surveys and interviews with employees from various fields in all relevant markets were carried out and evaluated. Building on the insights gained from these, we held workshops with international stakeholders, in which propositions were scrutinized and initial ideas were sketched. To better understand the target groups, “personas” were also developed using the insights gained.

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Towards a first-class employer brand

As a result of this process, we create a strong employer brand with an innovative brand identity and new design which positions Lidl as a modern employer in 29 countries.

Building on an internally developed employer value proposition (EVP) we create a strong employer-specific brand identity that put the employees in the center of it. The employees became the face of Lidl where their importance in shaping the company is highlighted.

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Successful together

Within the international roll-out we conducted a number of Brand Days to introduce all internal stakeholders - like the board of management, managing directors and marketing officers – to the new employer brand in detail.

As ambassadors and with the help of an employer brand toolbox they were enabled to implement the employer brand in their countries independently.

They are supported by a comprehensive online brand management system that makes all employer brand content, applications, templates and guidelines available and serves as a platform for networking and an exchange of ideas between all relevant users.

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Need more details?

Contact MetaDesign Berlin +49 30 59 00 54 0