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"Employer branding is not about filling vacancies; it is about inviting people into a shared narrative. The goal was to transform the transactional recruitment process into an immersive experience of belonging, turning an everyday operational object—the barista pin—into a symbol of personal and professional identity."

"Employer branding is not about filling vacancies; it is about inviting people into a shared narrative. The goal was to transform the transactional recruitment process into an immersive experience of belonging, turning an everyday operational object—the barista pin—into a symbol of personal and professional identity."

Editorial portrait of a woman in red

Starbucks Reserve Milan required a strategic Employer Value Proposition (EVP) campaign to bridge the gap between its global corporate identity and Milan’s deeply rooted, highly competitive café culture. The project demanded research-driven insights to address local communication gaps and the operational pressures felt by current partners. The objective was to design a comprehensive attraction and recruitment system that communicated the brand’s core pillars—Craftsmanship, Community, and Career Growth—while genuinely connecting with a discerning local workforce.

The strategic response, "From Pin to Partner," leverages the iconic Starbucks apron pin as a central storytelling device and interactive touchpoint. The campaign unfolds across a multi-phase journey, beginning with high-impact urban activations—including oversized, interactive PVC apron installations equipped with NFC technology in key Milanese districts. This physical-to-digital bridge culminates in a curated Recruitment Day at the Roastery, featuring a "Benefits Barista Menu," an interactive digital pin wall, and immersive engagement zones. The integrated system elevates recruitment from a standard interview into a holistic brand experience.