To showcase career opportunities at Gruppo CAP and attract a younger audience, we developed a digital employer branding campaign designed to break away from traditional HR communication. How? Through memes. A fast, ironic, and inherently social language that allowed us to connect with candidates in an authentic, light, and engaging way — while always staying true to the company’s real values and benefits.
We created a content strategy entirely built around meme-driven formats, designed to spark empathy, engagement, and sharing. Each post highlighted a different aspect of working at CAP — from work–life balance and stability to welfare, training, and inclusivity. The result was a consistent and compelling narrative that turned the employee experience into meaningful content, capable of attracting new talent.
Online and offline campaign concept development
Advertising creative direction and concept
Copywriting and content production
Paid social campaigns (Meta, LinkedIn, TikTok)
Memes developed
Contacts reached
