Biedronka is a massive supermarket chain owned by the Portuguese consortium Jeronimo Martins. The Biedronka brand has a specific set of values, and its strategic goal is to communicate them both as a consumer brand and an employer brand.
The main goal of the cooperation between Socjomania and the Biedronka brand was to create and implement within the organization a dedicated Employee Advocacy (EA) program on Linkedin.
After six months of the program, we can see the visible results of the project, but today I can confidently speak about its success. Thanks to the excellent cooperation with the Socjomania Service Design team, I was confident that our program is built in a professional, interesting, engaging manner. And above all, it is measurable both qualitatively and quantitatively. The ultimate indicator is a fruitful relationship with our ambassadors, based on mutual trust and support, which confirms the strength of the Biedronka team.
Marta Śliwińska, Senior Employer Branding Manager, Biedronka
The EA program became part of a complete process, which we implemented in the design thinking methodology. The scope of work included:
The project was supported by ongoing consultancy from the Employee Advocacy project leader in the organization. Essential aspects of the process were the synergy between the product brand and the employer brand, as well as co-creation in the project and the constant development of Biedronka ambassadors.
We have divided the planned activities into selected blocks:
The following is specific data from the first study (project start vs. four months in) – the project is currently being continued. Measures – culture/operation of the organization:
Here’s another take on the project by one of the participants:
“For me, participation in the WeBiedronka program is, above all, a huge knowledge boots for practical application. Thanks to a series of workshops, we have created an engaged community of Ambassadors that inspire and motivate each other. We all have different perspectives on the company and its activities, and we can exchange our experiences among ourselves and with others on social media”.