Lidl
Building LIDL’s
employer brand
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THE “IMPOSSIBLE” IS
NOT A BIG DEAL. IT IS
JUST SOMETHING THAT
HAS NOT BEEN DONE
BEFORE.

SCOPE OF WORK:

- ETNOGRAPHIC RESEARCH
- IN-DEPTH INTERVIEWS
- STAKEHOLDER MAPPING
- BENCHMARK & DESK RESEARCH
- CO-CREATION WORKSHOPS
- EXPERIENCE, PRODUCT AND SERVICE DESIGN
- EMPLOYMENT BRANDING


LIDL Portugal partnered with HUSE Innovation for a major employment branding project. The goal of the project was to define LIDL Portugal's positioning in the employment market by adapting the internationally-defined guidelines to the local context.

In a project that lasted 6 months, HUSE started by mapping the most relevant stakeholders and researching their needs and behaviours towards the brand. This process involved interviews, observation, store visits and 5 collaborative workshops with employees across the business.

More than simply listening to the stakeholders, HUSE wanted them to be directly involved in the process, by sharing their thoughts and contributing with real ideas to be implemented.

What made them happy or unhappy at work? What drove them to pursue a career at LIDL? How did they envision their future in the company? What could be done to make LIDL Portugal a top employer?

This allowed us to clearly identify both the points of agreement and disagreement between the international concept and the local reality.

That gap between the two was the starting point for the development of a series ideas, experiences and human resources initatives used to build the new employment brand posititioning and populate an innovation pipeline for years to come.

HUSE Innovation was also responsible for the graphic development of many of the products as well as many of the communication platforms used to communicate the initiatives internally and externally, such as videos and events.