Pernod Ricard is defining its employer brand with a new recruitment campaign it’s calling Mindset, which features short videos highlighting true “small stories and big successes.”
Each of the four short films features a scene played by actor Robert Hoehn, made popular by “What the F*** France” viral videos, which he co-directs. Sharing the same humorous and eccentric tone, he retells the tales of four key stories marking Pernod Ricard employees’ lives.
The four stories that make up the series illustrate a mindset combining excitement and conviviality, even when dealing with the most inextricable situations, which employees are able to overcome thanks to their drive and commitment.
In episode two, Hoehn recounts the experience of Ronnie and Steven, two Scottish employees of the Miltonduff distillery who, armed only with shovels and sand bags, defied a torrential rainstorm to prevent their production site from flooding.
Defined by its “Creators of Conviviality” signature, Pernod Ricard has transformed its unique culture and its employees’ pride into a key element of its identity. Alexandre Ricard formally defined the notion of Mindset in 2015, coinciding with his appointment as Chairman & CEO. He also turned Mindset into one of his two strategic priorities, along with growing financial results.
“Our 18,500 employees are permanently encouraged to improve, to be bold and to dare,” stated Olivier Cavil, Group Communications Director. This new work, already broadcast externally, falls within this mindset. It illustrates how the Group goes beyond traditional corporate communication codes to bring our employees’ value and dedication to life.”
Pernod Ricard is the No.2 leading purveyor of Wines & Spirits worldwide, with sales of €9,010 million in FY17.
According to the results from the latest Willis Towers Watson independent study, 88% of the Pernod Ricard Group’s 18,500 employees are committed or highly committed, and 96% claim to be proud to be associated with their company. These results are said to be “well above” global benchmarks within the FMCG industry.