An attractive employer brand for Fidu Brands GmbH

Project team: LA "Employer Branding"
6th semester, 2024
Supervising lecturers: Dr Jochen Robes and Miriam Ott


As a learning agency, we were given free rein to develop Fidu Brands’ employer branding – and it was an exciting journey! Fidu Brands, which began in 2012 as the streetwear start-up “Lobster & Lemonade Apparel”, has grown rapidly. Today, they are firmly established in the urban lifestyle scene, whether in fashion, sport, music or food & beverages.

Our brief as a learning agency: to develop an attractive employer brand that perfectly suits Fidu Brands and, above all, appeals to Gen Z and Gen Alpha. Our approach? We split into groups and devised the appropriate measures and detailed concepts, which are briefly outlined below.

With brands such as Lobster & Lemonade, 101 Supply, Koaa and blankmann, Fidu Brands offers a wide range of products that evoke emotions and are right at home in an urban setting. Our mission was clear: to convey the versatility of Fidu Brands through its employer branding. Find out exactly which measures we developed in the blog post below!

Social Media Power for Fidu Brands

One of our teams took on the social media strategy to integrate Fidu Brands into the existing brands whilst also establishing a dedicated Instagram and TikTok account for Fidu Brands. Each brand’s bio should clearly state that it is part of the Fidu Brands family. An Instagram ‘Careers’ highlight could showcase everything that makes Fidu Brands so special as an employer. It keeps the content concise and consistent. Short, engaging Instagram Reels are designed to provide an authentic insight into the company and present Fidu Brands as a trendy employer. These could, for example, feature team events with a positive atmosphere. The Fidu Brands logo is placed in the top right-hand corner of the Highlights and Stories to boost brand visibility. An optimised Linktree brings together all the key information and links relating to Fidu Brands and its career opportunities. In addition, regular posts on the feeds of the individual brand accounts should show what goes on behind the scenes at Fidu Brands. This is how we get Fidu Brands into the feeds of our young target audiences! The aim is to project Fidu Brands’ positive brand image to the outside world; authenticity and credibility play a major role in successful employer branding.

Website relaunch: Fidu Brands’ new corporate identity

To present Fidu Brands as an attractive employer for Gen Z and Gen Alpha, a group has drawn up proposals for a website revamp.
Their aim: to make the website more modern, user-friendly and engaging, and to present Fidu Brands as an attractive employer offering forward-looking working conditions that appeal to the younger generation.

New and relevant content was added, such as the ‘About Us’ section and the careers page, through which website visitors can access all the key information about Fidu Brands, careers at Fidu Brands and current vacancies. The aim is not only to improve the candidate experience but also to convert website visitors into applicants. This also involved adding content relevant to the young target audience and making the website more appealing overall. Crucially, to attract potential applicants, the website needs a clean and minimalist design, alongside an authentic and transparent presentation of the company. Furthermore, job descriptions should clearly outline future responsibilities and highlight relevant benefits. The focus going forward will be on emphasising Fidu Brands’ goals and purpose more strongly. This will ensure that Fidu Brands is perceived as an attractive employer. Another key recommendation was to hire a web developer or content manager who would be responsible for the ongoing maintenance and updating of the website, as well as carrying out usability and A/B testing to optimise its performance. Through regular web analytics and monitoring, it will be possible in future to ensure that the website is always up to date and functioning optimally.

Conclusion

As a learning agency, we had the opportunity to develop exciting ideas for Fidu Brands’ employer branding – an important and multifaceted task! During our collaboration, we gained a wealth of valuable experience, as every project is unique and must be tailored to the client’s corporate values. We’re delighted to share our ideas with Fidu Brands and would like to thank them for the trust they’ve placed in us and the creative freedom we’ve been given as a learning agency!

Recruiting with paid media job adverts is brilliant…

It’s no coincidence that we recommended Fidu Brands use paid media job adverts on Instagram as a further measure!

Paid job adverts for modern recruitment have never been easier. Perfect for reaching Gen Z and Gen Alpha! With engaging video adverts, Story adverts and carousels, the adverts immediately catch the eye.

We focus on authentic, modern clips with subtitles that really stand out, particularly in Stories and feeds. Clear calls to action such as “Apply now.” and a user-friendly landing page make the application process very quick and easy.

Through targeted advertising on Instagram, the adverts reach exactly the right talent. Success can be measured by the number of applications, the quality of applicants and the time-to-hire. And best of all: by regularly optimising the campaign, you can target applicants even more precisely. This is how Fidu Brands attracts the best talent – simply and effectively!

LinkedIn Hack: How Fidu Brands is winning over Gen Z and Gen Alpha!

The LinkedIn team has developed a strategy to make Fidu Brands even more visible to Gen Z and Gen Alpha. Here’s an overview of how to take Fidu Brands’ LinkedIn profile to the next level:

Firstly, a proposal was made to launch a ‘Company Culture’ tab. This will feature photos, testimonials and insights showing what goes on behind the scenes at Fidu Brands. After all, Gen Z wants to know what makes their potential employers tick. In addition, the application process should be simplified so that applicants can submit applications in less than 15 minutes. This saves time and makes it much easier to discover Fidu Brands.

Not to be forgotten: SEO optimisation. It’s important to incorporate relevant keywords, as Gen Z mainly searches on the first page of Google, ensuring that Fidu Brands features right at the top.

Last but not least, we’ve compiled a list of relevant content suggestions. From industry trends and employer insights to learning tips – it covers everything that interests Gen Z and Gen Alpha. With short, snappy videos, targeted infographics and the latest industry news, potential applicants get a good insight into the company.

Review 2.0: How Fidu Brands scores highly on employee review sites

Another team at Fidu Brands has been working intensively with employee review portals to strengthen the company’s image and position it as an attractive employer. The approach was to use these portals not just as a review tool, but as a valuable source of feedback and continuous improvement.

Good reviews and a strong presence on these platforms can significantly boost Fidu Brands’ visibility and demonstrate that the company values an open culture of feedback. It is a simple yet effective way to reach the young target audience and present the company professionally.

With a long-term perspective in mind, they have defined a number of key measures: regular updates to the profile, for example with latest photos. In addition, the team is to engage actively on the platform, respond to reviews promptly and professionally, and foster an open culture of feedback within the company. This ensures that the company remains relevant and appealing to future talent.