Carte Noire is the most popular coffee brand in France, and one of BETC’s historic clients. Leveraging the power of the Luigi Lavazza group since 2016, Carte Noire has marked a turning point in its history by reinventing its brand platform around the signature “Les plus belles couleurs du Noir" (the most beautiful shades of black), thereby magnifying its DNA. The brand’s rising momentum has boosted its recruitment needs, with a desire to attract the very best people. That’s why we created a specific employer brand message for Carte Noire, one closely connected to its new brand platform.

More than just a coffee brand, Carte Noire represents a human adventure and a strong and colorful community of employees. To highlight this unique identity and better define Carte Noire’s employer brand message, we formulated its Employer Value Proposition around three central convictions:

-        It’s important for the company to capitalize on the power of the brand, one that’s reinventing itself and that’s turned towards the future, to attract and inspire new talent;

-        It’s essential to underscore the vitality and capacity for innovation of its community, as well as the power and scope gained from being part of a large group, this at a time when both young college graduates and seasoned recruits hesitate between startups and large corporations;

-        It’s imperative to position the brand’s values at the very heart of the employer message, as they serve as powerful vectors of attractiveness for new talent.

These convictions allowed us to define the employer promise: “Revealing Colorful People”, which explicitly puts the human element at the heart of the company, and links directly to its vision

We translated this employer message into a special graphical charter, which echoed the brand’s codes and placed emphasis on Carte Noire’s staff. Using the charter as a platform, we also developed a number of additional tools, used for both internal and external communication and by the human resources department.

 These tools enabled Carte Noire to roll out recruitment campaigns on social media, boost traffic at job fairs, and fuel its website.