Campari Group, a distinguished global leader in the spirits industry, found itself at a pivotal moment: it needed an employee value proposition (EVP) that would resonate with talent in an increasingly digital world.
From employer brand videos to event banners, Campari worked closely with Cielo to bring its employee value proposition to life.
Challenges
As Campari continued its international expansion, the need for a centralized space to bring its employer brand to life became clear. Its brand recognition was undeniable, but candidates today want more – they want to see workplace flexibility, what the hiring process looks like, and what it’s really like to be an employee. Campari needed a strategic partner who could translate its employer brand into a digital experience that would actively engage talent.
Impact by the numbers
Increase in unique visitors
Audience engagement grew by just over half compared to Q1 2023.
Increase in conversion rate
Both the “Join us” and “Early careers” sections improved their conversion rates, driving meaningful results.
Increase in dwell time
Session duration soared from 45 seconds to nearly 4 minutes, enhancing content engagement.
Completed applications
The team achieved exceptional results in the first quarter of 2024.
Solutions
Campari Group found the right fit with Cielo. Together, they partnered to build Campari’s employer brand from the ground up. The centerpiece of this initiative was creating the company’s first-ever dedicated careers website – designed to give candidates a tailored experience beyond the corporate site. This involved multiple integrated components, including:
Content creation and strategy:
- Created authentic visuals and videos for the careers platform
- Showcased Campari's unique culture and opportunities
- Presented real employee experiences and career journeys
Technical development:
- Designed and implemented a comprehensive sitemap and wireframes
Strategic implementation:
- Launched the EVP externally, with the website as the primary platform
- Engaged employees as brand ambassadors to share authentic Campari stories
- Incorporated senior leadership voices in brand messaging
- Highlighted diverse career opportunities across global locations
Results
The results were game-changing. With the launch of the new careers website in early 2024, Campari Group saw dramatic improvement across all metrics.
- 50.8% jump in website traffic compared to Q1 2023
- Session duration soared 502% – from 45 seconds to nearly 4 minutes
- 37% more completed applications compared to Q1 2023
- 45.38% conversion rate in both “Join Us” and “Early Careers” sections
Campari’s new careers platform shows what happens when an EVP across multiple channels is activated with the right technical and creative expertise. Thanks to authentic content and intuitive design, people aren’t just visiting – they’re staying, exploring and applying. The partnership between Campari Group and Cielo delivered a digital platform that brings its employer brand to life and connects meaningfully with talent.
Top: Campari’s redesigned careers website highlights its unique culture alongside its products.
Left: A glimpse at Campari’s redesigned careers website, which was the primary channel for the launch of its new EVP.
Right: Campari and Cielo created an image library of real employees to be used across digital channels.
Bottom: In addition to Campari’s redesigned careers website, the Cielo team crafted social media posts that highlight the EVP.
About the client
Campari
Campari Group, founded in 1860, is a prominent player in the global spirits industry, offering a portfolio of over 50 premium and super-premium brands. Key brands include Aperol, Appleton Estate, Campari, SKYY, Wild Turkey, Grand Marnier, Espolòn, and Courvoisier. Headquartered in Sesto San Giovanni, Italy, the company operates 25 production plants worldwide and maintains its own distribution network across 26 countries, employing approximately 4,900 people.
Explore the toolkit
