What makes an organization and its people #SoCheesecake? That’s what we set forth to uncover and express with The Cheesecake Factory, a hugely popular restaurant known for creating memorable moments for guests through delectable from-scratch meals, above-and-beyond service, and (yes) scrumptious desserts. We have partnered on projects from employer branding through creative concept to career site design and development … and then some.
After thorough research, which included focus groups and competitive intelligence, we identified the big idea and brand pillars that inform The Cheesecake Factory employment value proposition, as well as key messages to front-of-the-house and kitchen candidates. Armed with these insights, we crafted a creative concept to express the brand—in words and in pictures—through subsequent communications.
Energy. Pride. Teamwork. How does The Cheesecake convey these teammate qualities? By showing it. To ensure that the visuals used in communications are as vibrant, relevant … and as “Cheesecake” as possible, we conducted a photo shoot on site at the restaurant—capturing moments of teamwork, dedication, and fun.
The creative may be gorgeous, but how does it resonate with candidates? Let’s find out. Shaker created and disseminated a brief survey to 111,000 people who recently applied to work at The Cheesecake Factory, to ascertain what matters to them in a job and to A/B test visuals and messages. Approximately 30% of candidates responded (an almost-unheard-of rate), giving us excellent direction for creative execution.
A freshly designed and developed career site truly brings The Cheesecake Factory employer brand to life. New employee-in-action photos convey moments of teamwork, of perfection, of celebration. The intuitive, easy-to-use site is built on one continuous-scroll page, with “click right for more” content available to those seeking more-detailed information. A left-side navigation bar and animated “wave” design element lend energy and a contemporary feel.
With the EVP developed and creative tested, we assembled a detailed employer brand guide that explains the employer brand findings, sets forth the visual and messaging platforms, describes some candidate personas, and offers sample creative. We also have partnered on templates for PPT, collateral, and other deliverables.