We built eMAG`s employer brand on what drives the people inside it: growing faster
eMAG is the biggest online retailer in Romania and a regional player in Hungary, Poland, Bulgaria, Croatia and Austria. It is a tech-driven businesss and a huge employer, with a headcount of over 4000. Expanding in the region the way it wanted required eMAG a powerful employer brand, which it did not have when we were tasked to create it.
Starting with a research which suggested determination and autonomy were key for eMAG employees, we did our own full immersion inside the company, understanding the culture and the complete business dynamics. This helped us form a comprehensive view and find the most authentic employer value proposition:
Grow faster
According to studies, millenials and Gen Zs – two vital demographics for eMAG – are very keen to grow faster in their careers. And this is exactly what eMAG offered – an entrepreneurial, dynamic environment with the resources of a multinational company, in which you got to pitch your ideas straight to the CEO. Faster growth was also a relevant narrative for Romania and the entire Central Eastern European region and it included the company`s own story of accelerated rise to the top. Growing faster was a promise eMAG delivered on for its employees.
We wanted to support the authenticity of this powerful idea in the naming too, so we proposed eMAG Teams, which positioned the employer brand entirely different from potential particles like Careers or Jobs. The teams particle helped us build a relevant brand both inside and outside the company and it organized departments into specific names which were not as clear before the branding.
Design partner: Vână Studios
Delia Sofonea quote
client: eMAG Future 25 online retailer talent program work: naming, branding, headline, brand strategy, creative direction