Supermarket group Lidl UK has chosen Bristol-based internal communications specialist Synergy Creative to develop its employer brand strategy following a competitive pitch.
Synergy will work with the retailer’s recruitment, training and HR teams to craft and deliver recruitment advertising and shape the overall employer brand experience. 
The new contract is part of Lidl UK’s commitment to investing in attracting and retaining talented staff as it continues to grow.
Synergy Creative director Gemma McGrattan said: “Lidl is a brilliant brand with a great employment story to tell. As one of the UK’s fastest-growing supermarkets, we’re thrilled to be working alongside them in their next phase of growth.
“We’re working with recruitment, training and HR teams to help them deliver a strong consistent employer brand experience, not just through attraction and recruitment but at every stage of the employee journey.”
Lidl retail recruitment and employer brand manager Laura Norman added: “As a Times Top 100 employer, we needed a partner that understood our brand and how we can communicate across the entire employee lifecycle.
“Synergy showed a brilliant understanding of this and demonstrated superb creativity and expertise in showing us what it takes to create a best in class employer brand.”
It is the latest in a series of major contract wins for Synergy in the past 12 months, which have also included Argos and Vodafone.
The company, which moved from its original office in Westbury-on-Trym to a larger base in Whiteladies Road late last year, has also picked up several national awards over the past year such as Best Agency by the Institute of Internal Communications and Best HR Consultancy by the CIPD.
