ecofamily case
ecofamily: employer branding case study.
Building a People-Centered Brand and Community.
ecofamily is more than just a retail chain in Hungary. It positions itself as a community where love, joy, and gratitude shape everyday activities. Founded over twenty years ago by two brothers from Ajka, the company now employs nearly 1,500 people. Its goal is to provide a stable and reliable point of reference for both customers and employees alike.
Ecofamily commissioned BEMIND Agency to develop its employer branding strategy and increase employer brand awareness. The project included designing the employer brand narrative and visual identity, creating a social media strategy and community management framework, running recruitment-focused ad campaigns, and building an active online and offline community.
The main challenge was to highlight Ecofamily’s people-centered values and growth opportunities in a highly competitive job market. We loved every moment of it.
Goals and Challenges
Defining the Employer Value Proposition. Ecofamily’s core values — stability, well-being, learning, community, and social responsibility — needed to be shaped into a clear value proposition that sets the company apart from other retail employers. The goal was to ensure that prospective employees feel Ecofamily is more than just a workplace — it’s a community where they can grow both professionally and personally, and truly feel at home.
Attracting and Engaging Talent. With a wide range of positions available across retail stores, logistics, and headquarters, the recruitment process needed to be people-centered, friendly, and carefully segmented — recognizing that an office role and a warehouse position require very different approaches.
Developing a Unified Social Media Strategy. The goal was to increase employer brand awareness using Facebook, Instagram, YouTube, and TikTok. The TikTok channel was launched to reach younger audiences, while a large portion of the content focused on recruitment. Commercial content was managed separately by a different team.
Supporting Recruitment Campaigns. Through targeted ads and dedicated campaign pages, we supported filling open positions and building a candidate database. It quickly became clear that well-targeted social media ads can be significantly more cost-effective than traditional job portal listings — while simultaneously strengthening the brand.
Launching the TikTok Channel and Engaging Generation Z. Generation Z approaches the world through values — and in this, Ecofamily is the perfect partner, as human-centered values truly matter to them. So, let’s connect.
Results and impact
Growing Employer Brand Awareness. Social media channels showed significant growth in followers and engagement. Surveys revealed that potential candidates associate Ecofamily with stability, well-being, and strong community values.
More Effective Recruitment. Targeted campaigns brought in many qualified applicants, reducing time-to-hire. The candidate database expanded as more people registered after engaging with social media content.
Employee Engagement. Internal participation in social campaigns — sharing stories and taking part in challenges — strengthened the sense of belonging. Referral programs also contributed significantly to the number of new hires.
Strategy and Implementation.
1. Employer Brand Identity and Narrative.
Message. It captures the feeling of belonging — Ecofamily is seen as a family where people genuinely care for one another.
Identity. The employer brand was complemented by a thoughtful messaging strategy and people-centered visual elements.
1. Social Media Strategy and Community Management
We built the content themes around Ecofamily’s core values:
- Stability and Well-being: schedules, extra vacation days, and health benefits.
- Stability and Well-being: schedules, extra vacation days, and health benefits.
- CSR
- Career Opportunities: employer values and the onboarding experience.
Platform Strategy. We highlighted the company culture across all platforms: on TikTok, we showcased behind-the-scenes moments and challenges, while on YouTube, we shared longer, inspiring employer branding videos.
Community Management. We actively responded to comments and messages, answered questions about positions and benefits, and encouraged employees to share their own stories.
3. Recruitment Support and Campaigns.
Targeted campaings. We promoted different positions (retail, logistics, and headquarters) using geographic and demographic targeting.
Brand Ambassadors.
We produced a video series featuring employees sharing their career journeys — from entry-level roles to leadership positions — echoing the success stories highlighted on the career site. These stories were shared across all channels and used at recruitment events.
Referral Programs.
We launched internal referral programs that rewarded successful recommendations. The communication emphasized Ecofamily’s family-oriented culture and the opportunity to bring friends into the community.
4. HVG Job Fair
We won the award for the most beautiful and creative booth. The team developed an interactive community game for the stand that symbolized getting to know both oneself and Ecofamily. Let’s just say — people loved it. It was a huge success.
Conclusion
By authentically showcasing Ecofamily’s core values and implementing a comprehensive social media and recruitment strategy, BEMIND helped position Ecofamily as a people-centered, community-building employer.
This case study highlights how emphasizing both tangible benefits (such as health insurance, predictable schedules, and learning opportunities) and emotional elements (like a family-oriented culture and social responsibility) can attract and retain talent in a highly competitive job market.
