How Kruidvat attracts Gen Z as an employer of choice!

The job market is tighter than ever, making it increasingly difficult to attract young people for part-time jobs. Somention helps Kruidvat position itself as a cool employer for Gen Z. We demonstrate that working at Kruidvat is a blast through spot-on content on TikTok and Instagram. Did you know that you can even “apply with your bestie”?! This way, we make the application process less intimidating for this target group, and they can start working with their best friend.

Strengthen Your Employer Brand

Attracting and retaining young people at Kruidvat, where more than 75% of the workforce consists of part-timers, is becoming increasingly challenging. Young people have many options for a fun part-time job, but how do you make sure they choose you and stay? The tight job market, offering plenty of options for young people and competition from supermarkets and the hospitality sector, has led to a decline in applications. To reach and retain this target group effectively, you need to dare to stand out, understand young people’s needs, and deliver targeted content through the right channels. Social media is not just the place to recruit new staff but also to strengthen your employer brand online.

Motivations of Gen Z

We delved deep into the motivations of Gen Z through research, insights, and conversations with this group. We discovered three key themes: young people want to be their authentic selves at work, find the application process intimidating, and want to know what the work environment is like before making a decision. Based on this, we developed the social story “Working at Kruidvat is a Party” and introduced the hashtag #friendteam on our channels.

Employees in the Spotlight

Kruidvat employees are the absolute stars of the social media channels! Every month, our creatives visit different Kruidvat stores to shoot content. The employees happily play a role in the often humorous or eye-catching TikTok and Instagram videos. By tapping into trends, highlighting relatable moments from the store, or offering a unique behind-the-scenes look, we showcase how fun it is to work at Kruidvat. And the content resonates with the target audience!

Kruidvat Goes Viral

The result? The “apply with your bestie” campaign led to a 52% increase in applications, an 83% rise in duo applications, and Kruidvat jumped from 10th to 3rd place as a favorite part-time employer. And that’s not all. The TikTok channel has been performing exceptionally well (completely organically). Creating the right content resulted in multiple viral posts. In the first two months, total views increased by 415%, the content was saved more than ever before, shares multiplied by eight, and engagement rose from 2.69% to 3.64%.

The number of followers grew by an impressive +774%. This transformation turned Kruidvat into a beloved brand among 14-22-year-olds, and we successfully struck the right chord with the target audience.

Curious about how we can help you?