Recruitment campaign for Circle K

Circle K

Our role

Client: Circle K


Task: To develop a recruitment campaign concept, texts, audio and visual materials.


Background and solution:

Labour shortages are being felt in every industry. Companies are looking for workers in droves, each trying to outbid the other with a better offer. Circle K has a great value proposition in place, but how do you communicate it prominently and effectively?


Looking at today’s labour market trends, we can say that presenting only a value proposition in recruitment campaigns does not work any more and overly polished and formal messages do not have a credible impact on the target audience. In addition to unveiling the value proposition, potential candidates want to see the culture and essence of the company. Therefore, Circle K’s recruitment campaign needed to show people what they are really like – fun, caring, outstanding and interesting.


As Circle K is a huge corporation that offers a wide range of benefits, the campaign couldn’t be based on just one slogan. As a result, we created a series of messages with accompanying visuals that created outstanding intrigue.


In total, we created 8 visuals with different messages and 5 short videos that helped people to understand Circle K’s value proposition through fun metaphors. To give that extra authenticity we used Circle K employees in the recruitment campaign visuals and videos.


The recruitment campaign can be seen on digital channels and heard on traditional radio as well as Spotify.

As the icing on the cake it was Circle K that won the award for BEST RECRUITER in May by