For three months, the employees of the German clothing discounter Kik will explain, in commercials on TV and in theaters, why they feel good in their company. This campaign, launched by the discounter this week, is part of a series of measures the group took to try and restore its image, stained by a few scandals. Lidl, Schlecker, Netto... many discount firms, like Kik, are currently undergoing a social metamorphosis to get rid of their image of unscrupulous employer. (Ref. 110565)
Present Kik as an appealing employer. The commercials are short; the message is clear, sometimes even funny: “A lot of people are surprised, but I really like working here” declares a young blond woman. The Asian saleswoman next to her adds, “I feel good here, because I can work part-time and spend time with my children.” These budding actors are some of the employees chosen after a giant casting to present Kik as it sees itself: an appealing employer offering excellent professional...
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