2. Ferrero is anything but
an ordinary company to
work for. We want to clearly
demonstrate this to top
talent, positioning ourselves
as an employer of choice
so that we attract the best
candidates to help continue
our global success.
To help us achieve this, we have created a striking
new recruitment campaign for you to use. This is
based on a distinctive expression that we have
carefully developed to communicate what Ferrero
offers as an employer. This has been done in a way
that is specifically designed to appeal to candidates’
aspirations – our employer value proposition.
This toolkit defines our employer value proposition,
shows you some of the different communication
materials we have produced for you, and will help
you create any others you might need.
Please follow these guidelines carefully. Presenting
ourselves consistently around the world will help us
build a stronger global employer brand and communicate
much more effectively Ferrero’s unique culture and values.
About these guidelines
3. Part 1:
Presenting our campaign
Part 2:
A guide to our recruitment
communications
Part 3:
Campaign asset library
1.1 Our employer value proposition
1.2 Our campaign
1.3 Discover our creative
1.4 Tone of voice
1.5 Who to contact to find out more
2.1 Introduction
2.2 Design elements
2.3 Copy
2.4 How to construct communications
2.5 Core Principles
2.6 Sample assets
3.1 How to use the library
3.2 Templates
3.3 Images
3.4 Backgrounds
Contents
5. To attract top talent
and explain our employment
offer consistently around
the world, we need a clear
definition of what makes
us unique.
We have carefully researched and developed the
following expression of the diverse qualities that make
Ferrero such an exciting an successful company:
Ferrero is anything but ordinary. A family company
with a truly progressive and global outlook. Driven
and dynamic yet always taking the long term view.
A highly successful business that puts its products
and people first, combining skills that take a lifetime
to perfect with leading-edge technology.
We summarise all this in our employer value proposition:
Ferrero: a joy to discover
What makes us ‘a joy to discover’?
• Many candidates are likely to know little about
Ferrero. We are a modest company that does
not seek out publicity. Our employer value
proposition acknowledges that, but turns it into
a positive, building curiosity by suggesting that
there is something great to discover, and inviting
candidates into our extended family to find out more.
• This claim is also, fundamentally, true. When people
find out about our products, who we are, how we
work and how we behave, they are surprised and
excited about the opportunities a future with Ferrero
can offer them. We should never underestimate how
special we are as a company and we should use this
distinctiveness as a way of attracting people.
• Of course, the joy of discovery is also something
that is at the heart of our products as well, for
the people who work with them as much as for
consumers who enjoy them. So this idea does
not just express what people experience on
discovering Ferrero as an employer, it reminds
them what we are here for as a business too.
• Finally, the joy of discovery is an experience we
know that our target audience is looking for at
a time in their life when they are searching for
employment – whether they are a graduate or a
professional looking for a new role. They are making
a big decision, and they want to feel that they are
making the right one
Our employer value proposition 1.1
6. Our employer value
proposition is supported
by three pillars:
Ferrero Forever
Our products are iconic and enjoy long term success
because we have the perseverance required for
perfection. In the same way, we care for the long term
interests of our people. We strive to ensure people
keep learning and growing as the company grows.
Becoming Ferrero brings a quality to your life that stays
with you forever.
Feeling Ferrero
Ferrero puts people before process, because
we believe striving for something special
requires more collaboration than instruction.
The distinctive values and strong sense of common
purpose that define Ferrero also defines the way we
work together, with passion, with mutual respect, putting
collective success before individual ambition.
Fast Forward
Our products are enjoyed all over the world and
our organization is becoming rapidly global as it
welcomes an increasingly diverse range of talented
new people into our extended family. Our continued
growth in new markets presents exciting challenges
for our people, alongside significant opportunities for
career development and mobility.
Our employer value proposition 1.1
7. Based on research insights
and an internal audit, we
have created a single,
overarching campaign
idea to tie together
all of our recruitment
communications.
Our campaign idea is:
Discover the taste of Ferrero
Why it works:
• This idea takes our employer value proposition
that Ferrero is ‘a joy to discover’ and expresses
it in a way that actively invites potential employees
to explore Ferrero for themselves.
• The idea acknowledges that, for many candidates,
Ferrero will not be well known as an employer, but
presents this as an exciting opportunity for them.
• The reference to ‘taste’ is a reminder to people
of our products, but it also suggests that Ferrero
is a company you will come to love once you
get to know us.
• Our campaign idea is also expressed in the
imagery we have created, which shows potential
candidates experiencing the joy of discovering
the taste of Ferrero.
Our campaign 1.2
8. Discover
the taste of
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www.ferrerocareers.com Ferrero: a joy to discover
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This is an example of the
creative work that we have
developed to help you recruit
fresh talent into Ferrero.
We have written guidance on how to write copy
for your recruitment communications.
Here you can show the brands that are
relevant in your market.
Use this headline message consistently across
all our recruitment communications.
All our recruitment communications should
use this warm, passionate red background.
The most prominent logo must always be Ferrero,
so that it is completely clear who the communication
is coming from.
Always push candidates to www.ferrerocareers.com
You should sign off all our recruitment communications
with the line ‘Ferrero: a joy to discover.’
The spot of chocolate on the lips; the glimpse of the
tasting tongue – you will find all these elements in each
of the images we have shot for this campaign.
Discover our creative 1.3
9. The way we talk to candidates
about careers at Ferrero has
a big impact on what they
think of us and our reputation.
Because it is not just what
we say that matters; it’s how
we say it.
Here are some principles that underpin our
communications, which all stem from our employer
value proposition.
• Be exciting. Ferrero is a discreet business so we
cannot assume candidates are familiar with us as
an employer. We need to use evocative, emotional
language to create an exciting sense of exploration
and discovery as people come to understand the
possibilities of a career with us.
• Be approachable. We want people to understand
that we are a welcome company, so that we are
genuinely a joy to discover. So all our communications
should reflect the warmth and respect we have for
each other.
• Be clear. We want to make it straightforward for
people to discover Ferrero, so we always use simple,
straightforward language that is accessible and easy
to understand.
Tone of voice 1.4
10. For further information about
our employer value proposition
and our new recruitment
campaign please contact our
employer brand team.
Kathryn Callow
e: Kathryn.Callow@ferrero.com
t: +352 (3497) 119 780
Fabio Dioguardi
e: Fabio.Dioguardi@ferrero.com
t: +352 (3497) 119 011
Who to contact to find out more 1.5
12. We want to make it as easy
as possible for you to create
effective recruitment
communications.
In this section, you will find guidelines on how to
use all the different elements of our campaign in
communication materials ranging from press adverts
and leaflets, to presentations and exhibition stands.
To make things easy, we have created a full range of
templates available to adapt online. You can find out
more about how in section 3 of these guidelines in
our campaign asset library.
Introduction 2.1
13. The Ferrero logo has two variants.
1. Gradient type
This version can only be used on
colored backgrounds.
2. Gradient type with reflection
This version can only be used on a white
background. This is the version to use in the white
brand bar at the base of each execution.
1. 2.The Ferrero logo
2.2Design elements
14. You must never alter the Ferrero logo
in any way.
Flip Stretch
Rotate Colorize
Do not alter the
Ferrero logo
Do not
2.2Design elements
15. You must always leave a clear space around the
Ferrero logo so it is legible.
1. 2.The Ferrero brand safe area
1. Take the ‘E’ from the logo and scale it up by 115% to
calculate your safe area.
2. Take the ‘E’ from the logo, reduce the scale by 70%
then double the width for the top safe zone.
To calculate the base exclusion area, double the
height and width of the 70% ‘E’.
2.2Design elements
16. Brand bar
The brand bar must always include:
• Ferrero logo (reflection version).
• A minimum of four and a maximum of seven
product logos.
Within the brand bar:
• Product logos will differ depending on relevance
in each market.
• Product logos may differ in each execution.
• None of the product logos should stand out
more than the Ferrero logo.
• No product logo should stand out more than
any other.
• Evenly space the product logos using the width
of the ‘E’ from the Ferrero logo as a guide.
• Vertically centre the product logos using the
height of the white brand bar.
• Horizontally centre the product logos using
the left edge of the white brand bar and the
left edge of the Ferrero logo.
Working out the size of the brand bar and its contents:
• Size of the Ferrero logo is calculated by dividing
the width of the artwork by 4. Also, it is vertically
centred using the height of the white brand bar.
• Height of the white panel is 2.5 x the height of the
increased 120% ‘E’ from the Ferrero Logo.
• Left and right margins should be 1 x the width of
the increased 120% ‘E’ from the Ferrero logo.
120%
100% 100% 100% 100% 100% 100%
120%
120%
2.2Design elements
17. Typefaces Headlines
Call to action URL
Legals
Font: Arial - Bold
Font: Arial - Regular
Font: ITC Avant Garde Gothic - Bold
• Smallest point size on A6 format is 23.75pt
• Leading is set purposefully tight
• Tracking set at -40
Subheads
Font: Arial - Bold Italic
Body copy
Font: Arial - Regular
• Smallest point size on A6 format is 7pt
• Leading set 1.5/2pt more than the point size
• Tracking set at 10
ABCDEFGHIJKL...
abcdefghijkl...
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abcdefghijklmnopqrstuvwxyz
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We have chosen strong, clean and modern typefaces
for use in all our communications.
2.2Design elements
18. Colors
We have developed a simple, focused color palette to
help achieve a distinctive and recognizable look to our
communications.
• Headlines
and subheads
• Content panels
• Subheads
and body copy
• Swatch used within
background gradient
• Swatch used within
background gradient
Ferrero Dark Red
CMYK (0,100,80,40)
Ferrero Red
CMYK (100,80,20,0)
Ferrero Gold
CMYK (20,40,80,0)
Ferrero Brown
CMYK (0,100,100,75)
2.2Design elements
19. Headlines
Legal copy
So that we speak
consistently across all
our communications, we
have written a range of
copy for you to use.
In all our recruitment communications, we use
our campaign headline. Applying this consistently,
whenever we talk to new people, will strengthen
our message and help people remember us.
Our campaign headline is:
Each market is responsible for including any appropriate
legal copy.
Discover the taste of Ferrero
Sign-off
In all our recruitment communications, we use
our employer value proposition as a sign-off.
Applying it consistently will help people recognize
and remember us.
Our sign-off is:
Ferrero: a joy to discover
Body copy
We’ve written a guide to applying our tone of voice in
section 1.4 of these guidelines.
2.3Copy
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www.ferrerocareers.com Ferrero: a joy to discover
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Discover
the taste of
URL
The URL to the recruitment site must
always be used. Always use the colours
specified in these guidelines.
Font: Avant Garde Gothic - Bold
Font: Arial - Regular
Font: Arial - Bold
Font: Arial - Bold
Call To Action
This should always be used at the end of
the main body copy. Always use the colours
specified in these guidelines.
Headline Logo
The headline and logo lock up is not variable.
Always use the colours specified in these
guidelines.
Body Copy
Body copy is editable. Ensure our tone of voice
is used when writing new copy. Always use the
colours specified in these guidelines.
Brand bar
Use a minimum of 4 and a maximum of 7
product logos.
Refer to the design guidelines in section 2.2
for further details.
Model
Always use imagery from our selection
of photographs. They should always sit
to the left of the design and should not
be cropped too closely.
Social media logos
Use a minimum of 0 and a maximum
of 4 logos.
Award logos
Use a minimum of 0 and a maximum
of 3 logos.
Background
The glow of the background should sit directly behind
your chosen model. Always use the colours specified
in these guidelines.
Legals
Legal copy can be included if relevent
to your market.
This section gives you specific details on how to
construct on-brand recruitment communications,
correctly using all the elements of our campaign.
To make it quick and easy for you, we have created
many templates available on Papirfly.
However if what you need is not among our
templates, please use the guide that is closest to
what you want to help design your assets.
How to construct communications 2.4
21. Use this quick summary to
remind yourself of the key
elements of our recruitment
campaign, and how to apply
them effectively.
Do
• Always use imagery from our selection of
photographs.
• Always use our campaign headline ‘Discover the
taste of Ferrero’.
• Always use our tone of voice if you are writing
new copy. See section 1.4 for guidance.
Do not
• Do not crop too close on images – you should
always be able to see the intriguing look, the spot of
chocolate and the tasting tongue.
• Do not use different colored type. Always use the
colors specified in these guidelines.
• Do not use different colored backgrounds. Always
use the colors specified in these guidelines.
2.5Core principles
22. A3 Poster
Sample assets 2.6
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the taste of
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Ferrero: a joy to discoverwww.ferrerocareers.com
23. A4 Factsheet
Sample assets 2.6
Discover
the taste of
Factsheet title goes here
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www.ferrerocareers.com Ferrero: a joy to discover
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This is sample copy for illustrative purposes only.
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Discover a fast
growing business
with a long term view.
24. Pull Up Banner
Sample assets 2.6
This is sample copy for
illustrative purposes only. Ad
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Ferrero: a joy to discover
www.ferrerocareers.com
Discover
the taste of
25. Sample assets 2.6
Business Card
A joy to discover
KATHRYN CALLOW
Global Employer Branding Manager
[Insert address here], [Insert address here],
[Insert address here], [Insert address here]
+352 (3497) 119 780
kathryn.callow@ferrero.com
www.ferrerocareers.com
www.ferrero.com
26. Sample assets 2.6
A4 Press Ad
This is sample copy for illustrative purposes only.
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Ferrero: a joy to discover
www.ferrerocareers.com
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Discover
the taste of
27. Sample assets 2.6
A5 Postcard
Discover
the taste of
Discover a global
business with family
values.
www.ferrerocareers.com Ferrero: a joy to discover
Ferrero puts people before process, because we believe striving for
something special requires more collaboration than instruction. The distinctive
values and strong sense of common purpose that define Ferrero also
define the way we work together, with passion, with mutual respect, putting
collective success before individual ambition.
Discover for yourself
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28. Sample assets 2.6
Leaderboard Banner
Looking for something
different from your career?
Discover the taste of
Sales Team Leader wanted
Sales Team Leader wanted
u Discover careers at
31. Here you can find out where
and how to download the
resources you need to
create your own recruitment
materials, as you need them.
The library has three sections:
• Templates
• Images
• Backgrounds
How to use the library 3.1
32. To make it quick and easy
for you to create on-brand
recruitment communications,
we’ve created a library
of templates that you can
customise according to
your needs.
We have created templates for the most commonly
used assets, but if what you need is not here, please
make sure you follow the guidelines in section 2 of this
document when creating your own assets. Be sure
to have these approved by the contacts listed on in
section 1.5 before you use them.
How to use Papirfly
We have created a number of helpful videos to show
you how to create recruitment communications using
Papirfly. You can watch these on the Papirfly website,
at [URL TBC]
Or you can watch them on the intranet at
[URL TBC]
Templates 3.2
33. We have shot a selection
of photographs for you to
use in recruitment materials
in all markets.
All of these images feature
the three key elements:
• The intriguing and teasing look
• The spot of chocolate on the lips
• The glimpse of a tasting tongue
Images 3.3
34. We have shot a diverse
range of male models for
you to choose from, to help
you create recruitment
communications suitable for
your market. These will be
available for use on Papirfly.
Marcus Nadim
Mark Adam James
Jonathan
Fab
TopChristopher
Male models 3.3
36. We have specially created
background images to sit
behind the photography
in all our recruitment
communications.
When positioning these behind a model, always make
sure the warm glow sits behind the model’s head.
Backgrounds 3.4
Landscape backgroundPortrait background
