In 2021, Nothing Bundt Cakes’ founder/operator exited the business, making way for private equity investors to grow it to new heights.
What else happened in 2021? The Great Resignation, wherein retail and hospitality brands had to fight tooth and nail to keep their establishments staffed. Nothing Bundt Cakes was not immune from the effects of this economic trend, but there hadn’t previously been enough investment in candidate communications or the systems to support them.
In strip malls across the United States, NbC’s “Now Hiring” posters were simply lost in a sea of sameness.
To customers, the Nothing Bundt Cakes brand already stood for Joy. That sense of unbridled enthusiasm was there every time they unboxed a Bundt or bit into a Bundtini. To get candidates back in the door, they needed to know the immense joy of Nothing Bundt Cakes went far beyond the product itself. Nothing Bundt Cakes offered a creative environment and expressive freedom to anyone who worked there. There was joy in the job as well.
The “Joy is the Job” campaign aligned the candidate experience to the brand for the beloved bakery. Featuring real employees expressing the joy they experience every day in their roles at Nothing Bundt Cakes, the communications along the hiring journey improved. From frosters to dishwashers, the campaign highlighted the delight found in the everyday activities at Nothing Bundt Cakes’ bakeries.
By incorporating campaign imagery and copy into recruiting ads, job descriptions, ATS assets, in-store elements and more, Nothing Bundt Cakes saw a reduction in time to hire and a decrease in regrettable attrition within the first 6 months across all 550 bakeries. The campaign continues to build the brand among job seekers, creating differentiation from the alternatives.
