Unilever Future Leaders’ League 2020: How Kalibrr Helped Unilever Discover Young Change Makers in Indonesia

Employer branding goals can be different from one company to another. Sometimes, it is not always about the current recruitment process on the available positions. Instead, employer branding activities actually help in creating intended images and acts as a future investment in candidate experience. A great candidate experience since early years resulted in a positive impression on the employer brand, delivering the right employer value proposition through the employer branding activities. One of the initiatives is by doing event activation , like the one carried out by Unilever.

Annually Unilever holds a business case competition for innovative varsity students called Unilever Future Leaders’ League (UFLL). This is one of their employer branding activities to make Unilever remain on top of mind in their career-go-to once they’ve graduated. The latest UFLL was quite unique because it was held online considering adaptation to the new normal living. Despite the challenges and new adjustments, UFLL 2020 was a success.

The Third Consecutive Year Unilever Appointed Kalibrr as Unilever’s Partner

Since 2018, Unilever Indonesia has entrusted Kalibrr to handle an end-to-end employer brand marketing for their UFLL program. For UFLL 2020, Kalibrr was involved in the scopes of work from creative communication process to merchandising. We helped with the creation of this year’s theme and key visual. As Wall’s was involved in sponsoring this year’s UFLL program, we came up with “Change Makers” as the theme then created a red-tone visual based on Wall’s brand guidelines. For the pre-event phase, we developed and published an interactive website and promotional video for UFLL 2020.

Propel The Employer Branding with Multiple Activations

Since the pandemic drove life online, the Unilever team wanted a video creation process that implemented social distancing and minimum direct interactions. For the illustration, we prepared a storyboard idea that presents a virtual call situation while eating Magnum Mini. The video basically explains about the UFLL registration process associated with Magnum Mini marketing ideas. The applicants were very enthusiastic to become the Change Makers by submitting high-quality videos that answer business case challenges. Overall, through constant sounding via social media campaigns and mass media (press release), supported by crystal clear messages, we managed to get more than 2.000 applicants from leading universities throughout Indonesia, resulting in 10 selected teams consisting of 3 members each.

As the day of the online event drew near, Kalibrr’s team brought a surprise for the 30 semi-finalists, or what we called as Agent of Happiness! The event was also enlivened by the distribution of merchandise. We arranged a large box full of Unilever items and UFLL goodies. Inside the box, the Agent of Happiness could find a t-shirt, lanyard, stickers, notebook, and toiletries pouch that we produced, several Unilever products, the legendary UFLL varsity jacket, last but not least towel and tumbler from Wall’s Magnum unit. We were delighted to see their smiling faces while doing the unboxing video.

Activating Unilever Employer Branding Message

It was a pleasant experience being a part of UFLL 2020 – the first online UFLL – which gained a huge success. We could also feel the joy in every process we went through with the Unilever team. At the end, there were three individual winners and three best teams. For all winners, Unilever handed over the trophies that we helped to make. To summarize and optimize the employer brand message, we also published the post-event recap through top tier national mass media.

Finally, UFLL 2020 has come to an end, fulfilling the main goal of this employer branding activity: to increase a positive candidate experience and deliver employer value proposition. These objectives were answered through the participants’ point of view:

“I feel honored to be selected as one of UFLL 2020’s finalists and thanks to Kalibrr for exposing me to this once-in-a-lifetime opportunity! Kalibrr helped me find my meaningful journey in extracurricular experience through a clear and attractive message for UFLL. With the easy registration process, fun interactive website, and clear communication, I was able to reach new heights in UFLL 2020 and meet lots of amazing people!” – Patricia Pieter, Finalist of UFLL 2020.

Grow your Employer with the right branding, just like Unilever did. Our Employer Branding program can be customized based on your needs. Call us for collaborations, click this button. 

Call Us