AMAZON (via Adecco)
(06)
Overview
Following negative media coverage, Amazon through Adecco required comprehensive employer branding work to strengthen the attractiveness of warehouse positions in Italy. The engagement developed a comprehensive employer branding strategy addressing reputational challenges while optimizing lead generation and conversion across recruiting channels, requiring crisis communication capabilities alongside performance marketing execution.
Industry
Logistics / HR Tech
Challenge
Amazon faced significant reputational challenges in Italy regarding warehouse working conditions following a critical RAI investigative report, making talent acquisition difficult in a competitive labor market. Overcoming negative media perception while positioning Amazon as a credible and inclusive employer required sophisticated crisis communication and narrative repositioning. Differentiating the warehouse role proposition in a culturally skeptical market while optimizing conversion from candidate awareness to validated applications demanded a fundamental rethinking of the employer value proposition and how it was communicated across touchpoints.
Impact
The strategy delivered +180% organic applications in the first quarter and improved conversion rate by +27% from CVs received to validated candidates. Over 110,000 unique candidates engaged in the first three months, with improved reputational perception reflected in positive feedback on tone and transparency. The successful launch of an Alexa skill for pre-interview guidance and FAQs simplified the information process, while crisis communication intervention and narrative repositioning shifted perception from defensive to proactive, emphasizing safety, growth opportunities, and sustainability. The repositioning established a foundation for sustainable talent acquisition in a market that had been challenging due to reputational headwinds.
