The Situation

Bella Italia is a leading Italian casual dining brand with over 100 restaurants across the UK.

With such a large team required to serve up their perfect pasta, pizza and grill dishes, the recruitment team at Bella got in touch with Pretty Pragmatic to make their employer brand bellissimo!

The Sense

Following Brexit, the drop in the pound, and some high profile restaurant closures, the casual dining industry was experiencing some challenges appealing to great talent.

A competitor review revealed that other restaurant chains were failing to come to terms with these changes, with most unable to convey “what’s in it for me?” to potential candidates.

We refined Bella Italia’s employer brand to work in a market that was very much driven by the candidate – creating a campaign that would help to keep their great team whilst appealing to potential recruits.

Following a deep dive into persona insights along with restaurant visits to chat to team members and get their thoughts on working at Bella, the perfect positioning line was formed:

we’re bella together

Summing up the feedback of the support they receive being superb, both from colleagues and central support staff – the line invites potential recruits to discover more, whilst reminding existing staff of the perks that come with being a part of Bella.

The Sensational

The creative concept was then developed to bring this to life, summing up the special place Bella’s people hold in the heart of the brand and showing how they go about making Bella’s restaurants such a warm and welcoming experience for the team and guests alike.

With social media playing such a significant role in the candidate decision-making process, the campaign was devised to work across Facebook, Instagram, LinkedIn & Twitter.

A total of 122 assets were created spanning core employer brand messages, specific job role posts, as well as allowing the brand to tap into topical dates such as National Waiters’ Day, Valentine’s Day, and of course…National Meatball Day!

All assets feature real team members in open restaurants, captured over two days of photography – all part of showcasing the real Bella experience!

Along with assets for the brand, each restaurant manager received a digital recruitment pack of 40 job role assets, social media training, and a playbook guide to help them promote their roles on their own social media and build up a pool of great talent to keep their Bella feeling like a famiglia.

In the first month, the campaign had already reached over 100,000 potential recruits through organic posts alone, helping more people in the hospitality industry to discover a career with more amore.