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    • A professional woman in a black blazer with a white shirt smiles brightly. She has a small star tattoo on her neck and wears a name tag. The blurred background suggests an indoor, warmly lit environment.A digital ad for Home Bakery displayed on a smartphone screen. The ad features a bakery employee in uniform and text reading, "There's no place like home," reinforcing a welcoming and community-oriented brand message.A close-up of two Home Bakery employees in branded uniforms, sharing a joyful moment while working. Their expressions convey a sense of camaraderie, teamwork, and the bakery’s welcoming workplace culture.A set of framed Home Bakery posters featuring team members and messages about trust, collaboration, and community. The designs incorporate warm tones and branding, reinforcing the bakery’s emphasis on teamwork and connection.A beautifully arranged bakery display with croissants, pastries, and cakes under glass domes and clear containers, highlighting a variety of sweet and savory treats in a well-lit setting.A digital collage displaying various Home Bakery social media posts, including images of employees, promotional quotes, and event updates. The visuals reflect the brand’s emphasis on workplace culture, unity, and professional growth.A happy female baker wearing a white "Home Bakery" uniform smiles brightly while engaged in conversation with a colleague in a stainless steel professional kitchen environment.A compilation of Home Bakery’s branding materials, including employer guidelines, Arabic typography, motifs, and workplace imagery. The layout integrates text, photography, and minimalistic design elements to convey a warm, inviting brand identity.

    AN IRRESISTIBLE EVP FOR HOME BAKERY

    AN IRRESISTIBLE EVP FOR HOME BAKERY

    AN IRRESISTIBLE EVP FOR HOME BAKERY

    AN IRRESISTIBLE EVP FOR HOME BAKERY

    Services

    • EVP
    • Brand Build & Guidelines

    600+

    perceptions gathered

    33

    1:1 interviews

    1

    defining Employer Brand

    Home Bakery isn't just serving up mouth-watering treats; it's building a workplace culture as rich and rewarding as its signature desserts. With an ambitious goal to double its headcount in 2024, the brand needed an Employer Value Proposition (EVP) that could inspire talent, retain its dedicated workforce, and establish Home Bakery as the Middle East’s most aspirational employer. That’s where we came in.

    A happy female baker wearing a white "Home Bakery" uniform smiles brightly while engaged in conversation with a colleague in a stainless steel professional kitchen environment.

    At a glance

    Crafting an EVP isn’t just about words on a page — it’s about capturing the heart of a company.

    We started with research, gathering insights from over 600 employees and external candidates. Through in-depth surveys and competitor analysis, we uncovered the key ingredients that make Home Bakery a standout employer.

    Employees take immense pride in working for a brand that customers genuinely love, and there’s a deep sense of belonging that makes Home Bakery feel like a second home. Strong leadership, supportive teams, and a culture of care create an environment where people feel valued and stay for the long haul. Beyond that, opportunities for learning and development are baked into the company’s DNA, ensuring employees can grow both personally and professionally.

    33

    1:1 interviews

    289

    UAE & Philippines survey responses

    283

    experience survey responses

    3

    competitors analysed

    600+

    perceptions gathered

    Mixing the right ingredients

    We translated these insights into a compelling EVP, weaving together employee experiences and strategic messaging to create a narrative that not only attracts top talent but also reinforces Home Bakery’s commitment to its people. Every element of the EVP was designed to reflect the warmth, ambition, and community spirit that define life at Home Bakery.

    A motivational Home Bakery poster mounted on a wooden wall, featuring a cheerful employee and a message about endurance, innovation, and teamwork, emphasizing the brand’s commitment to employee growth and resilience.
    A stylish tote bag with Home Bakery’s branding, held by a person in an outdoor setting. The design includes a floral-inspired motif and the message "There's no place like home," reinforcing warmth and connection.
    A digital ad for Home Bakery displayed on a smartphone screen. The ad features a bakery employee in uniform and text reading, "There's no place like home," reinforcing a welcoming and community-oriented brand message.
    A digital collage displaying various Home Bakery social media posts, including images of employees, promotional quotes, and event updates. The visuals reflect the brand’s emphasis on workplace culture, unity, and professional growth.
    A compilation of Home Bakery’s branding materials, including employer guidelines, Arabic typography, motifs, and workplace imagery. The layout integrates text, photography, and minimalistic design elements to convey a warm, inviting brand identity.
    A set of framed Home Bakery posters featuring team members and messages about trust, collaboration, and community. The designs incorporate warm tones and branding, reinforcing the bakery’s emphasis on teamwork and connection.
    A close-up portrait of a Home Bakery employee in uniform, radiating warmth with a cheerful smile. The background subtly incorporates brand motifs, reinforcing the bakery’s welcoming and people-focused identity.
    A collection of Home Bakery-branded cork coasters, featuring intricate designs and messages about warmth, home, and belonging, artistically arranged against a blurred café background for a cozy, welcoming aesthetic.

    The secret sauce: An EB toolkit

    With the EVP in place, we developed a comprehensive toolkit to embed it across every touchpoint of the business. A carefully crafted employer brand narrative now showcases Home Bakery’s mission and values, ensuring that both employees and potential hires understand the essence of the brand.

    Messaging guidelines provide consistency in how the EVP is communicated, while a refreshed visual identity adds vibrancy and energy to the brand’s story. A content strategy was designed to highlight the experiences of Home Bakery’s people, bringing their stories to life in an authentic way. To ensure maximum impact, we also developed an activation strategy that would engage employees and embed the EVP into daily operations, making it a living, breathing part of the company culture.

    Sweet Success: The Results

    Our work wasn’t just about words—it sparked real change. Employees reported a stronger connection to company values, greater clarity in their roles, and an increased sense of belonging.

    4.24/5 – Engagement score for Home Bakery’s recruitment experience

    4.22/5 – Employees feel guided by company values

    4.14/5 – Learning & development is prioritised

    A professional woman in a black blazer with a white shirt smiles brightly. She has a small star tattoo on her neck and wears a name tag. The blurred background suggests an indoor, warmly lit environment.
    A beautifully arranged bakery display with croissants, pastries, and cakes under glass domes and clear containers, highlighting a variety of sweet and savory treats in a well-lit setting.
    A male chef with short dark hair, a beard, and a white "Home Bakery Kitchen" uniform stands with arms crossed, smiling warmly in a well-lit bakery with wooden shelves in the background.
    A young woman with expressive eyes and a warm smile wears a brown and blue hijab. She stands in a bakery with blurred figures of bakers in the background.
    A close-up of a wooden bakery display filled with chocolate cookies, some dusted with powdered sugar, placed under a glass cover. The warm lighting enhances their rich, freshly baked texture.
    A happy female baker wearing a white "Home Bakery" uniform smiles brightly while engaged in conversation with a colleague in a stainless steel professional kitchen environment.

    With an EVP that truly reflects its heart and soul, Home Bakery is now in a stronger position to attract the right talent, retain its exceptional team, and continue its journey to becoming the Middle East’s No.1 dessert destination.

    Because at Home Bakery, it’s not just about making desserts — it’s about making careers just as delightful.

    To talk to us about this case study,
    get in touch

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