The campaign developed by the branding agency BroHouse is called „Start with yourself” and it is the first campaign dedicated to the employer branding of Leroy Merlin retailer in România. The topic of ‘employer branding’ has been included in the agenda of the multinational Leroy Merlin Romania, one of the most important players on the Romanian hardware stores market. It is a company with more than 2000 employees and 16 stores in the main cities.

When it comes to employees’ expectations, Leroy Merlin profile becomes legitimate and this is why the communication strategy is built on already confirmed expectations, an approach oriented on abilities and their potential. The power of choice belongs to you and this is why the campaign insight was centered around the concept “Start with yourself” which created in turn 6 mini-messages, that describe the real values in which the employees believe.

The idea of “Start with yourself” is built on a technique that functions perfectly in marketing: the power of suggestion. Visualizing the possible result to work for Leroy Merlin, allows “the beneficiary” to act naturally, having autonomy. And when such connections occur, the suggestion is already a delivered service. The tone of the communication ensures a position of equality (not a superiority one), it is not an aggressive message. It is a horizontal communication which gives you the feeling of being in control or having options.

This simple verbal construction “Start with […]” has the power to create a language, which is able to be continuous with an infinity of messages. It allows a high level of understanding, without imposing restrictions of message decoding. The repetition creates a frame of familiarity and unity of the campaign.

The power of exemplification cannot be underestimated when it is well done. The 6 exemplifications have the ability to offer the employer brand a variety of “superpowers”: Leroy Merlin brand is human, it offers clarity to a complex idea and it has the power to inspire. The visual solution is oriented on abilities, each exemplification having attached a representative object for the Leroy Merlin fields of action: hardware stores, constructions, interior design, and gardening. These objects can be found in the brand portfolio and allow the brand identification and the Leroy Merlin commercial positioning: hardware stores and the idea of “Do It Yourself” (DIY).