HelloFresh is a global brand with a unique hiring challenge. This meal kit delivery business has brands in 18 countries across the globe, which means that while filling technology roles is important, their greatest need is for local talent with niche skills to support their complex distribution and logistics.
On The Employer Branding Podcast, we got a chance to sit down with Carolina Guillen, Head of Global Talent Marketing and Engagement at HelloFresh, to find out how they solve their massive sourcing challenge by upskilling their talent engagement team.
HelloFresh is headquartered in Berlin and New York but operates in eighteen countries worldwide (with more on the way). The core business model of delivering meal kits remains the same from country to country. Still, the logistical problem of storing, packaging, and shipping ingredients. Hence, they arrive fresh at a customer’s door in all of these different markets, creates a unique hiring challenge for Guillen and her team.
Different countries have different regulations governing food safety, food storage, shipping—the list goes on. HelloFresh needs to fill roles locally in supply chain, fulfillment, and technical specialist areas to meet these requirements in each market. “We often need to find local talent that comes with a very specific skill or certification,” she says.
In short, there’s a lot of work to be done in talent acquisition and talent engagement. And that got Guillen thinking: could we engage this team to activate our employer brand?
The talent engagement team at HelloFresh comes from a background in traditional sourcing and recruiting, but Guillen has started to upskill them with marketing and project management skillsets. “Our main goal is for them to be delivering 360 solutions for top-of-funnel needs,” she says, and they’ve taken over the development of event, talent community, and referral strategies.
This approach creates alignment between Guillen’s employer branding team and the people who put it into action throughout the recruitment and hiring process. Talent acquisition has a say in what they’re being asked to do and also participates in developing strategies for reputation management and social media marketing.
Moreover, upskilling these employees into comb-shaped experts with new skill sets gives them more flexibility to grow into the career they want at HelloFresh.
In the episode, we asked Guillen for some actionable tips you can use to engage your recruitment team in employer branding work, and she was happy to oblige.
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