Lidl UK has appointed Synergy Creative as its strategic employer brand agency following a competitive pitch.

Synergy will be responsible for crafting Lidl UK’s employer brand strategy, recruitment advertising and the overall creative delivery of their employer brand experience. The appointment forms part of Lidl UK’s ongoing commitment to investing in attracting and retaining talent as the company continues to grow. 

Laura Norman, Lidl’s Retail Recruitment and Employer Brand Manager, says, “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.”

Gemma McGrattan, Director at Synergy Creative says, “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.” 

The news follows a year of intense growth for Synergy Creative, with a raft of new business wins including Argos and Vodafone. Synergy also picked up several national awards over the past year including Best Agency by the Institute of Internal Communications and Best HR Consultancy by the CIPD.