When building out the EVP and employer brand for Dunkin’, our focus was this: how can we get the mission of the company front-and-center for their candidates and make that instant personal connection palpable so that they are more than just consumers of the brand and followers of the mission, but also ambassadors and advocates to drive that mission forward? The campaign earned 68.9 million impressions, 188K applications, and an increase in apply clicks by 81%.
Creative Expression: To begin our creative expression phase, we together different adcepts to highlight our EVP themeline “ALL IN’.” While creating these, we kept in mind for each adcept: • How it gives life to the EVP themeline and anthem • How it represents the employer brand personality and perspective of both Dunkin’s hourly employees (Team members) and shift leaders/managers • How it partners with the Dunkin’ consumer brand and how it will transition easily into your current employer brand presence
Creative Director: Bruce Carey
Sr. Content Strategist: Kayla Nelson
Director, Strategy & Research: Maria Slabaugh