Shape the M campaign wins 2nd place at Trendence Awards

780 per cent more visitors to the careers page, 8 millioncontacts in Germany alone in 2024, 14,000 applications launched - the earnings of the internationally implemented METRO employer branding campaign "Shape the M" speak for themselves. In addition, the wholesaler can now look forward to 2nd place in the "Employer Branding" category at the Trendence Awards. Each year, these awards recognise the most innovative and outstanding HR projects in the areas of employer branding, recruiting and talent intelligence, with an independent jury of experts selecting the best projects.

Christiane Giesen, Chief Operating Officer and Labour Director of METRO AG: "We wanted to create a consistent employer brand to communicate the diversity of career opportunities in the gastronomy, stationary wholesale and e-commerce sectors. The ambition was to develop a global employer brand that communicates both the impact and the opportunities at METRO in a targeted and effective way. We are therefore delighted to receive the award, which is a sign of the strength and innovative power of our employer brand, and are proud of the successful rollout of Shape the Min 20 countries." METRO was able to convince the jury with its approach and is in high-calibre company with the award, as only eight out of a total of over 100 applications were nominated in the "Employer Branding" category.

"Shape the M" is aimed at various target groups, including young talent, sales staff, logistics employees and experts in administrative functions. The focus was on attracting new talent as well as retaining and motivating existing employees. The campaign was developed in close cooperation with the METRO country organisations and adapted locally everywhere - from "Wir sind das M" in Germany to "Buduz z Nami M" in Poland. Digital presence and tools played a decisive role in the implementation; over the past two years, more than 800 assets have been published in online communication under the "Shape the M" banner. By integrating social media platforms such as Instagram, TikTok and LinkedIn as well as Google Ads, young talents and specific ambitions were targeted. These measures were accompanied by detailed analyses and continuous monitoring in order to maximise effectiveness and adapt the campaign in real time. Responsibility for the campaign lies with the countries, supported by METRO AG's head office. Awareness campaigns were carried out independently from here to constantly increase the visibility of the newly created employer brand.

A central element of the strategy was also the introduction of a communication toolbox consisting of brand and activation components. Among other things, it contains a comprehensive brand guideline, a specially produced selection of images, an activation concept and a content playbook with ready-to-use templates. This allowed the countries to get straight into the implementation process. Interactive workshops were held for HR and employer branding representatives from over 20 countriesto ensure consistent implementation.

MPULSE - The METRO Magazine