Challenges
Claire's, globally recognized for fashion jewelry and accessories for young consumers, faced a distinct challenge: while its retail brand thrived, its employer brand needed strengthening.
The organization partnered with Cielo to transform how potential employees – particularly younger talent – perceived Claire’s as a workplace. Despite its established market presence, Claire’s needed to reposition itself as an employer of choice in an increasingly competitive talent landscape.
The core focus was creating authentic connections through strategic social media, showcasing the company culture and career opportunities that existed beyond its familiar storefront.
Claire's worked closely with Cielo to bring its employee value proposition to life.
Solutions
The strategy began by transforming Claire’s social media presence from product-led to people-led, building an employer brand rooted in authenticity, creativity, and career possibility.
To do this, Cielo’s team of experts developed a cohesive social media strategy that was activated across Facebook, Instagram, and LinkedIn – each with a clear role to play in reaching and engaging future talent. The foundation was storytelling, strategy, and social-first creative built around Claire’s distinct employer value proposition: #BeTheMostYou.
To execute this strategy effectively, the team focused on these areas:
1. Employee-led storytelling with a Gen Z lens
- Activated the EVP, #BeTheMostYou, through real employees and real stories
- Delivered platform-native content tailored to Gen Z behaviors and values
- Used shoots to capture diverse, authentic moments that cut through feed fatigue
2. Performance-driven content framework
- Built a flexible content engine anchored in EVP pillars and audience insights
- Structured monthly planning to drive consistency, with agility to flex by trend
- Prioritized platform relevance – optimizing for Facebook, Instagram and LinkedIn
3. Brand repositioning through creative strategy
- Shifted Claire’s perception from retail brand to employer of choice
- Delivered high-impact, culture-led content that merged brand and career narratives
- Used LinkedIn as a strategic channel for peer recognition and talent visibility
Through this work, Claire’s employer brand evolved from a passive presence to an active voice across social – showing Gen Z this is a place where individuality is welcomed, creativity is nurtured, and career growth is real.
Results
The social-first employer brand strategy delivered transformative results, proving that social media can be a serious driver of talent attraction.
Dramatic growth across key metrics
- 176% growth in employer brand audience
- 269% increase in content engagement
- 245% rise in impressions, dramatically expanding visibility
- LinkedIn emerged as Claire's best-performing platform for talent attraction
This transformation successfully repositioned Claire's in the talent marketplace. What was once seen primarily as a teen retail brand became recognized as an attractive employer with genuine career opportunities.
The campaign created a vibrant online community where Claire’s unique workplace culture could shine through. By staying true to the company’s core values while showcasing professional development paths, the strategy effectively bridged the gap between consumer perception and employer reality. This work highlights a new benchmark for retail employer branding, demonstrating just how powerful social media can be with the right talent strategy – even in well-established consumer brands.
About the client
Claire's
Claire’s is a global brand powerhouse for self-expression. It’s known for creating exclusive, curated, and fun fashionable jewelry and accessories while offering world-leading piercing services. The company operates under two brand names: Claire’s and ICING.
Claire’s operates more than 2,750 stores across 17 countries in North America and Europe, along with 190 ICING stores in North America. Additionally, Claire’s products are available in thousands of concession locations throughout North America and Europe, and the brand has over 300 franchised stores, primarily located in the Middle East and South Africa.
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