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Case study

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Creating a sparkling employer brand. 

Combing deep research and creative thinking to craft a highly polished employer brand for Pandora.  

Category: Employer Brand
Client: Pandora

We helped Pandora win gold:

1100

Head Office hires

4500

retail colleagues hired

28
Million

social impressions

Pandora was ready to shine:

Pandora is a leading jewellery business with locations around the world. After serious growth, new leadership and a clear vision, they had big ambitions. Now they needed an employer brand that could communicate it all globally, bring their people together and give them a strong story to share with candidates and employees.   

  

We held conversations with leaders and talent managers, and focus groups with Pandorians across the business and globe. What we discovered was a culture genuinely shaped by their values of Dream, Dare, Deliver and Care. We brought these to life in all kinds of ways, putting their people and craft at the heart of the brand.  

  

Our Process:

The approach

We made something beautiful. 

No matter what their role or where they work, Pandorians can ‘Craft The Incredible’.  

This was our big idea. From unforgettable customer moments to industry-changing ideas, it’s about the many ways in which people can create amazing things. It felt right for Pandora’s culture and industry. Crucially, it felt ownable too. 

We carried out a coordinated launch with Pandora’s offices and manufacturing sites worldwide, to share the story and get people on board. The launch included:  

  • intranet articles  
  • a launch video hosted on Pandora’s intranet  
  • a second hero video shown at global townhalls  
  • LinkedIn posts from Craft the Incredible ambassadors  
  • posters for global offices  
  • ambassador videos played on global office screens. 

  


  

  To make sure Pandora can keep on crafting for years to come, we also created:  

  • an employer brand playbook 
  • a full social strategy  
  • nuanced social content for key global regions 
  • tailored messaging for retail and digital audiences 
  • a wealth of photo and video assets.   

  

1

What we learned:

What we learnt. 

Personal yet polished, distinctive yet undeniably Pandora, Craft the Incredible is shining brightly in all kinds of ways. In stores, on social media and across the business. It’s because we knew that a blanket approach to messaging and content wouldn’t engage everyone at the level we needed it to. By nuancing our approach and assets to speak to different locations, job families and personalities, we built deeper connections.

 

 

Key takeaways: 

  • Reveal the real Pandora.
  • Make culture and values shine.
  • Craft consistent creative.
  • Get Pandora’s people involved. 

 

 

The outcome:

The outcome. 

A truly global retail attraction campaign, the impact that Craft the Incredible has made in its first year has been, well, incredible. 

 

Big results: 

  • 5,500+ colleagues hired.
  • 15p cost-per-click.
  • £2.42 cost-per-application.
  • 28.5m impressions worldwide.

Want to talk about how we can help your employer brand?

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