Auchan and Izo join forces to build employee loyalty and increase their attractiveness

In 2023, Auchan, one of the largest retail chains in Portugal, took on two important challenges as its strategic axis: internally, the volume of business; and externally, the attractiveness.

Aware of the importance of these dimensions for the success and continuity of the organization, he partnered with Izo to develop his Employee Experience by defining Personas and Employee Trajectories.

-17%

Employee turnover in the first 6 months*

-22

Direct costs associated with first 6 billing

Reducing onboarding costs

Implemented solutions

For this project, Auchan and Izo took a structured approach:

Diagnosis and Mapping: The employee's journey was mapped, identifying critical moments and creating personas that represented Auchan's employees well.

Proposta de Valor do Colaborador (EVP): Com base no diagnóstico, a Auchan definiu o seu EVP, centrando-se em cinco pilares e no valor principal do respeito.

Estratégia de Comunicação e Ativação: Foi construída uma estratégia de comunicação, segmentando por perfis dos colaboradores e definindo os canais e formatos mais eficazes para cada segmento.

Main actions derived from the project:

Revisão do Modelo de Onboarding: Alinhado com a proposta de valor definida, o modelo de onboarding foi revisto para melhorar a integração dos novos colaboradores.

Plano de Comunicação e Ativação: Foi desenvolvido um plano integral de comunicação interna e externa e de ativação.

“In the debates of the People and Sustainability department, the value proposition is already the guiding principle of discussions and decisions: there is a new clarity about the path we want to follow as an organization. Regarding internal and external communication, we present ourselves in a much more assertive and attractive way, and the results have been very positive. Thank you Izo, it has been fantastic to work with you.”

Catarina Rosado

Director of Experience and Collaborative Communication

Economic Impact

‍Reduction in employee turnover in the first few months with Auchan Employee turnover in the first seven months of 2024 fell by 17%. ‍

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Positive results in the media as an employing brand The results of the external launch campaign represented an added value of more than 33,000 euros (AAV) and a significant presence on social networks, with 24% of readers between 18 and 24 years old. ‍

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Fewer HR hours dedicated to recruitment and selection. ‍ Reducing the cost of hours and resources associated with the addition of new employees.

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Reducing the cost of hours and resources associated with the incorporation of new employees

Cultural Impact

Team commitment

There was a notable increase in the commitment of the teams, who quickly incorporated the new brand into their speech. ‍

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Increased organizational clarity

More organizational clarity HR debates and decisions are now guided by the new value proposition, providing clarity and cohesion. ‍

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More engaging communication ‍

Auchan began to communicate in a more assertive and captivating way, both internally and externally.

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