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Gina Tricot invests in employer branding

Gina Tricot is one of Sweden’s leading fashion chains. Born out of the textile kingdom of Borås, the company has always strived to make every woman smile. And last year it started an employer branding partnership with Oddwork.

GOTHENBURG, 8 MARCH 2019

Helene Kry, HR and Recruitment Manager at Gina Tricot, has been closely involved in the company’s growth journey since 2007. Today, in addition to e-commerce in 30 European countries (besides Sweden), the fashion chain has 185 physical stores across the Nordics and Germany.

– Gina is a fantastic company, and a big reason for that is that we have always put a strong focus on our company culture, says Helene. Our big challenge is to preserve and develop our culture as the company continues to expand.

For that reason, Helene started looking for an employer branding partner, and that is how she discovered Oddwork.

– I was looking for a partner that could help us communicate the pride we feel for the company. When I met Oddwork, I felt straight away that they were exactly right for the job. They understood us as a company and had exactly the right ideas about how we should work with our employer brand.

After initial workshops, we at Oddwork developed a tailored communication plan that included a series of campaigns on Gina Tricot’s social media. The focus was on communicating Gina Tricot’s core values and culture and highlighting the company’s employees.

– We have had great responses to our social media campaigns, and the ongoing contact with Oddwork has worked excellently.

THE EMPLOYER BRANDING PARTNERSHIP HAS ALSO LED TO MORE APPLICATIONS TO GINA TRICOT

– I have noticed a completely different level of interest, and I am not just talking about quantity. As we have communicated our internal culture, who we are and what we stand for, the quality of applicants has also increased. Today we have more candidates who are in line with our values and what we look for in our employees, says Helene, and continues:

– When several of our applicants also say they have heard or read about us on social media, it feels like further proof that we were absolutely right to focus on developing the communication of our employer brand.

 Camilla Peterson, copywriter at Gina Tricot, has also found the partnership valuable.

– Employer branding is one of those things we had discussed for a long time but never really found the time to work with in a structured way. Working with Oddwork has been very inspiring!