With future generations in mind
Kaufland Bulgaria is one of the largest employers in the country, with a team of over 6,600 talented individuals. As a responsible corporate citizen, we recognize our crucial role in supporting the career development of young people in Bulgaria. To this end, we have developed for students, graduates, and professionals with little or no experience six career programs to help them gain a foothold in their career. During the period March 2022 – February 2023, we successfully launched three new programs and expanded three existing ones.
To spread the word about these career programs and attract qualified candidates, we devised and executed tailored communication strategies aimed at students and young adults. Our goal was to showcase Kaufland as a leader in Bulgaria that invests regularly in the career and personal development of future generations.
We have six programms for young talents to start their career life with us. These are: dual education program,,, apprenticeship program, internship program, “Managers of the Future”, Trainee program, Commercial Academy, Sponsorship program. We diversified our key messages for each program, tailoring them to the program’s specific requirements
We leveraged both traditional PR tactics and social media channels to reach our target audience and spark their interest. Our innovative approach to strategic communication paid off, as we achieved our objectives with flying colors. We were the first company on the Bulgarian market which used the newest and most popular social media – TikTok to promote the career opportunities by using influencers with catchy messages to attract our main audience – Generation Z. Our campaign reached over 2.4 million people and garnered nearly 90 media publications worth over BGN 51k / EUR 26k in advertising equivalent as well as 154k reached people in social media.
Thanks to our dedicated team and forward-thinking approach, Kaufland continues to set the standard for excellence in corporate responsibility and talent development.