Campaign aims to identify, train and retain talent in the company
Riachuelo presented “Viva a Carreira that connects with @vc”, its new positioning as an employer brand, which aims to identify, train and retain talent in the company.
The Employee Value Proposition reinforces the role of the brand and brings the “RCHLOVERS”, a title given to company employees as stars of advertisements and videos.
“We seek to increase employee engagement and accelerate the development of these talents at home, valuing our employees and attracting new professionals with high potential,” said Mauro Mariz, executive director of People and Sustainability at Riachuelo.
Riachuelo, together with Radancy, carried out interviews with leaders from different areas and a perception survey, through the realization of several focus groups with employees from all units each to arrive at the tone and concept of the campaign.
“With the EVP established, we will be able to communicate what the future employee will feel from the first day with us. They are more refined candidates and collaborators building and evolving with the same focus.”, completed Mariz.
The company seeks to communicate the EVP in all channels and markets, with the purpose of showing its attributes and pillars as an employer brand.
