The secret formula

To a winning EB campaign

Lois

Sep 17, 2025

Is your employer brand ready for The Great Flattening?

The structure of the workforce is changing. Here’s what employer brand leaders need to know.

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Inspiration

🧪 Arkema’s formula for a winning campaign

Much like Mr Krabs with his coveted patties, Arkema has found a winning formula.

With a workforce of over 20,000, and a constant need to hire fresh talent, the global manufacturer needed a belter of a message to attract ambitious people.

And in 2024, they cracked it. With “Changing the world requires the right formula”.

This campaign draws attention to soft skills like “passion for results” and “pragmatism” and even personality traits like “karaoke rockstar” and “board game champion".

So whether you’re a professional yodeller, amateur photographer, or a ~~big ol’ nerd~~ Dungeons & Dragons enthusiast, Arkema invites you to be a part of their formula, and 100% Arkema.

N’aww.

How did it go?

With AI dominating the conversation, this human-focused campaign went down a storm. And the customisable format prompted over 1,000 Arkema employee to spontaneously get involved, attaching their own photos and skills to the poster and sharing the result on LinkedIn.

With their involvement, the campaign earned more than 3 million views. And bumped them up from 5th to 3rd in Capital magazine’s list of France’s top 500 employers. Not too shabby.

Turns out if you ask people #whatareyoumadeof? it stirs quite the response. Since you asked, I’m about 23% dad jokes and the rest milk chocolate digestives.

→WATCH THE CAMPAIGN VID

Webinar

TikTok for Talent: How to Attract Great Talent with Paid Influencer Marketing

Splendiferous news! There’s still time to sign up for our free webinar…

⏰ When – 24th September, 17:00 GMT

You’ll learn:

The benefits of using paid influencers in recruitment marketing
How to find the right influencers for your audience
How to keep paid advocacy authentic and credible
Key takeaways from successful campaigns

→ SAVE YOUR SPOT

Erin’s top trick

Try AI-powered creativity

Using TikTok for your employer brand? Have limited budget, resources, or time to gather content?

Try tools like Symphony Creative Studios and Market Scope to scale content while tailoring to specific audience journeys.

Market Scope: Shows what’s trending on TikTok so you can plan content job seekers will love.
Symphony Creative Studios: Uses AI to instantly create TikTok videos and ideas for your campaigns.

These tools offer quick ways to generate and localise ideas without compromising impact.