Chipotle’s Talent Brand was in need of a refresh. With nearly 100,000 employees, keeping the talent pool fresh and the pipeline full is always a challenge. With new leadership and an updated EVP, I led the charge in creating updated digital platforms and stories. Stories that met brand standards, felt more authentic, and communicated our culture, values, and opportunities to Gen Z.
We started with an updated careers site (jobs.chipotle.com) that made it easier to apply and communicated the message about our culture, growth opportunities, and world-class benefits. We took a social-first approach to the photography and layout on the homepage.
Focused storytelling and recognition build culture and a Talent Brand. We needed new social platforms to help us tell better stories and recognize our team members. This is why I proposed we launch People of Chipotle Instagram.
I also wanted to keep the same tone, message, and experience for our employees as they were onboarded and trained. To further tell the story and introduce new hires to everything Chipotle, we created a booklet to act as a guide to the People Culture at Chipotle.
We’re continually providing new creative and stories to support hiring new talent, build culture, promote Diversity, Equity and Inclusion at Chipotle, and develop new leaders.
We’re also always working on creative to run and test on digital platforms, specifically focused on hiring crew members.
