Diversey Recruitment Campaign

Challenge

Diversey, a leading provider of cleaning and hygiene solutions, was looking to expand its team of service specialists. These employees are responsible for keeping facilities’ chemical dispensing, dishwashing and laundry equipment functioning.

Diversey wanted to position this role as an outstanding career opportunity and an essential one for protecting children, teachers, doctors, patients, restaurant guests, workers and numerous others.

Strategy

Mulberry developed an organic and paid social media campaign that centered around a “Heroes Without Capes” theme. This theme highlighted the important role that service specialists play in safeguarding society by providing hygiene solutions and necessary repairs to cleaning equipment.

Mulberry interviewed Diversey service specialists from around the country to get their feedback about the importance of maintaining clean environments and why they enjoy working for the company. From enjoying helping customers overcome challenges to opportunities for advancement to a flexible work schedule, there were many reasons why these individuals chose to work for Diversey.

Mulberry also produced a video featuring a ride-along with a service specialist as he visited customers. Photos of the employees, the video and quotes were shared in organic and paid posts on Diversey’s social media channels over the course of 12 weeks.

Results

The “Heroes Without Capes” theme created prestige for the service specialist positions, drove interest in Diversey as a company and humanized the brand. It also created a lot of positive internal buzz with employees. Following the conclusion of the campaign, Mulberry was also engaged to oversee phase II, which focused on promoting Diversey’s Service Excellence promise to secure applications in additional hiring markets.