Founded in 2007, Sweetgreen is the first ever unicorn salad startup. 12 years on from opening store number one in Washington DC, co-founders Jonathan Neman, Nicolas Jammet and Nathaniel Ru have created a powerhouse of a brand. Today, Sweetgreen operates coast to coast – with 93 locations, 4,000 employees and a $1.6 billion valuation.
Those numbers are nearly as impressive as their ethics, message and values. They believe the choices we make about what we eat, where it comes from and how it’s prepared have a direct and powerful impact on the health of individuals, communities and the environment. They’re in the business of feeding people, and they’re out to change what that means.
It’s this that made them the perfect match for Fuze. Our team couldn’t be more excited to partner with Sweetgreen and join them as they continue to push boundaries and challenge the status quo. We like that. It’s not in our nature to stand still.
In 2019, Sweetgreen approached our parent company, Bold Identities, to help them develop an employer brand platform. They wanted to increase their direct hire capability, but most importantly, they wanted to tell their story.
Sweetgreen needed a revolutionary recruitment platform, seamlessly integrated into their current ATS system, to inspire the world’s best talent to join them on their journey.
From the off, it was clear that Sweetgreen’s existing team loved working there and striving towards a common goal. Their challenge? Communicating this to the world. The entire strategy from this one overarching theme would shape the rest of the project.
High volumes of potential candidates visit Sweetgreen’s careers page every month. The internal recruitment team wanted to drastically improve the conversion rate of website visitors to applicants.
Microsites for each subdivision, location and store would ensure that both content and calls to action were specific to each target audience. This needed to be managed from the CMS to make the implementation of new microsites easy moving forward.
Our patented framework ensured high standards were achieved and timeframes hit.
We held planning sessions with all internal stakeholders to determine the specification outline, site architecture and needs analysis.
We consulted on and implemented UI design and UX mapping to ensure the site was user-friendly and geared towards quick conversions.
Here’s where it gets technical. We converted XD to HTML5, created responsive layouts, developed the back end, and ensured browser and search engine optimization.
We tested functionality, accessibility, integrations, behavior on different browsers and on-page effects. Once 100%, we launched the site on Sweetgreen’s behalf.
Within 12 weeks, we created an Employer Brand platform that has helped the Sweetgreen team tell their story and attract amazing talent directly through the Careers Site. Applications have rocketed, and candidate drop-offs slashed. The result is one of the very best Careers Sites on the web.
But what excites us the most is the impact that this will have long-term for the brand. Sweetgreen will continue to push boundaries and will need some of the world's best talent to achieve its vision. We are proud that with our continued partnership, we will do our bit to help them become "The Future of Food."