Shape the M
METRO
Challenge
METRO is not just any employer. METRO is the employer for all those who want to shape and advance something. This is also reflected in the international employer branding strategy “Shape the M”. This strategy had to be adapted for the Austrian market and METRO had to be positioned as an authentic and trustworthy employer - with meaningful jobs in which employees make a decisive contribution to the quality of life in the country.
Solution
What is particularly important for METRO as an employer are people with a love of gastronomy. With a love of serving up delicious food, quality food, high-quality ingredients and all the culinary delights that are conjured up from them in Austria's restaurants. Because talents who love gastronomy and have been captured by the unifying power of food don't just want to do their job - they want to shape it. The new employer strategy therefore focuses on real employees who use humorous, authentic statements and clear messages to explain why they love gastronomy and thus make a wholesale job at METRO appealing to other people.
