How we helped the first billion $ fast-casual restaurant brand tell the world they do more than sling salads.
Sweetgreen, we have a problem! When we started working with Sweetgreen in 2019, they had a bit of an identity crisis from an Employer Brand perspective. It was likely that if you didn’t directly work for SG, you would think they were just a fast-casual restaurant that sold delicious salads. But they were and are SO much more than that.
They are a tech-enabled food platform with plans to build a full food ecosystem that can facilitate delivery, manage its supply chain, and operate its stores via its proprietary tech platforms. Our job was to position their Employer Brand to attract the best tech and restaurant talent to help them go public in 2020.
Ideas & Execution
The “Sweetlife.” We pinned the Employer Brand strategy around this idea that invites the job seeker to experience what life could be like at Sweetgreen. The centerpiece was a day-in-the-life video that gives visitors a well-balanced view of what life is really like at this fast-casual powerhouse.
Greenhouse needed to be considered in every strategic decision due to high application bounce rates with the previous Career Page. It is integrated seamlessly on every page, enabling Sweetgreen to provide a positive candidate experience at the first touch point in the candidate journey.
The Employer Brand positioning, coupled with one of the best Career Pages on the web, has allowed Sweetgreen to aid huge growth since going public in 2021. Check out the numbers: