Red Bull: Brand Culture
Information on Red Bull: Brand Culture
APPROACH
For all brands and especially for a brand like Red Bull, it is of vital importance that talent is aligned with the brand, talent committed to the promise to drive its stakeholders, capable of projecting it and connecting with them through knowledge, but, above all, attitude.
CHALLENGE
As part of its expansion plan in Spain, Red Bull needed to attract two types of talent. On the one hand, specific profiles selected for central offices. On the other hand, and to a greater extent, university profiles such as Brand Ambassadors, Wings Red Bulls, Public Relations, Staff for Events...
SOLUTION
Together we initiated a strategy around three fundamental pillars: expert knowledge of the Red Bull brand, pride in belonging socially and shared with the candidate/employee's friends, and extreme fun.
Culture and attitude
The strategy began to be activated in an Employer Branding plan and was materialized in the form of a website with attractive messages adapted to talent. We developed a coherent system that started with screening and qualification tests, and continued with the onboarding material and training program for new employees.
The specialist profiles followed a more personalized selection path, while the university profiles were more automated in their initial stages. But both experienced the brand as one more, even before their first day on the job.
Once integrated into the team, a Culture and Brand Engagement program was implemented to foster the commitment and motivation of all employees with the brand. A united team, strong and capable of giving wings.
