Employer branding and CSR · 2024
Kaufland wanted to hire more people with disabilities through its A.C.C.E.S. programme, and the people it was looking for were not reading job ads. In 2024 the company went to them, with athlete George Baltă, and we filmed the whole route.
The A.C.C.E.S. Caravan stopped in nine cities, from Timișoara and Oradea to Iași, Craiova and Bucharest. Each stop had workshops, George's story, Tedy Necula talking about the courage to start again, Kaufland's recruiting team and the chance to apply on the spot. A sign language interpreter was there every time.
We filmed the meetings with future colleagues, the team presentations and the moment someone realises they can join as a colleague with full rights. Every stop became a package of content for the company's channels.
Kaufland had been doing this work for years. The caravan gave it the images to show it, to candidates and to everyone else.
“At Kaufland, we set out to create a welcoming environment for everyone, including people with disabilities.”
Estera Anghelescu, Recruiting & Employer Branding Director, Kaufland România, Kaufland România press release
The detailed case study for HR teams is on employer-branding.ro
Public sources: Kaufland România, 04.03.2024
NECULA Agency creates, produces and implements video campaigns. CSR Campaigns