Many people working in employer branding will tell you that a key part of the job is building coalitions with adjacent departments such as corporate branding, internal communications, and corporate marketing.
For Elena Aylott, VP of global employee experience, and Jenny Andersson, creative director for internal communications and employer branding at Swedish cosmetics brand Oriflame, it’s about more than collaboration.
“For us, employer brand and the brand of Oriflame go hand in hand,” Aylott says.
Oriflame’s business model relies on independent brand partners to do most of the selling, primarily on social media like Instagram, TikTok, and Facebook. To support those efforts and recruit more brand partners, Oriflame uses a radical approach built on publicly sharing employee stories from its internal comms.
Its marketing, branding, and employee messaging are all rolled into one, putting the focus on getting quality content and amplifying it effectively.
Oriflame is a global cosmetics company operating in 60 countries, yet it only maintains 6,000 employees. It’s a self-described flat organization, where changing roles and responsibilities is the norm as you progress in your career.
“We are built on enthusiasm,” Aylott says. “We have a lot of opportunities, but in order to explore those opportunities, you need to be super open, super curious, and want to embrace a 360-degree career.”
Transparency is a core value for Oriflame, with internal communications shared externally to support the employer brand and showcase the company’s inner workings to candidates, brand partners, and customers alike.
Six years ago, Oriflame started hosting regular company-wide Q&As with the CEO where employees can ask anything. These sessions are rolled into events and become a part of the brand’s larger marketing messaging.
Oriflame has changed its entire HR approach to focus on employee experience. Its goal is to create memories that employees will reflect on years after they’ve retired, which the team calls #OriflameMoments.
That’s why it’s vital to let employees grow in their careers according to their interests. Aylott, for example, started as the executive assistant to the CEO before progressing to a VP of employee experience role. Andersson began as a graphic designer in Thailand and is now a creative director in the global office.
Andersson’s latest project in employer branding, ThisIsOriflame.com, was originally planned as an onboarding tool. It’s a 3D experience that allows users to browse employee stories and learn about the company, from its products to its overall mission.
The site uses gamification to encourage people to test their knowledge and compete against each other on a global scale. Sharing is highly encouraged, which pushes out content to candidates and customers alike. There are even prizes for the top performers, including a trip to the global office in Stockholm.
“Sometimes the video shot from the iPhone is much better than the video for 100,000 viewers because it shows real life,” Andersson says.
A more handmade feel allows your audience to identify themselves and relate to the experience in a more personal way. When it comes to content, Oriflame always aims for fun and engaging, rather than professional and slick.
Oriflame employees often enjoy an almost celebrity-like status when they encounter people from outside the organization who know the brand’s marketing. Aylott recently ran into a Parisian fragrance house representative in the office who insisted on getting a picture with her because she was so recognizable from social media posts and events.
The result of this unique approach—where marketing, branding, and employee messaging are unified—is that Oriflame only needs to work with recruiters to fill certain positions. By and large, the company relies on hybrid marketing and a strong brand to attract the right talent.
To follow Elena Aylott’s work in employee experience, connect with her on LinkedIn. To follow Jenny Andersson’s work in employer brand, connect with her on LinkedIn. For help identifying the values and culture you want to create in your company, get in touch.
Our newsletter is exclusively curated by our CEO, Jörgen Sundberg, for leaders who make decisions about talent. Subscribe for updates on The Employer Branding Podcast, new articles, eBooks, research and events we’re working on.