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6 Tips for Building a Strong Hiring Brand for Your CPG Company

In the constantly evolving Consumer Packaged Goods (CPG) industry, companies are always looking for ways to attract top talent to stay ahead of the curve.

The CPG industry has always been competitive, with large, global companies dominating the market. However, the rise of e-commerce, the increasing demand for health and wellness products, and the growing trend of sustainability have led to a significant increase in new brands entering the market and established brands launching new products to meet consumer demand.

Why a Strong Hiring Brand is Essential for Attracting Top Talent in the CPG Industry

In such a competitive landscape, a strong hiring brand can make all the difference in attracting top talent to an organization. A hiring brand is the perception of the company as an employer and includes the company’s reputation, culture, values, and team member experience. In a study conducted by LinkedIn,72% of recruiting leaders agree that employer branding has a significant impact on hiring.

Moreover, companies with strong employer brands can reduce their cost per hire by up to 50%.

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CPG companies with strong employer brands can reduce their costs and attract top talent.

Attracting Top Talent in the CPG Industry

Attracting top talent in the CPG industry can be challenging due to the competition and the specialized skills required for the industry. A strong hiring brand, however, can make your company stand out and attract the best and brightest people.

To do this, companies need to create a compelling employer value proposition (EVP). An EVP is a unique value that the company offers to its people. According to a recent study, the top factors that job seekers consider when choosing an employer include work-life balance (63%), compensation and benefits (60%), and colleagues and culture (40%).

6 Tips for Enhancing Your Hiring Brand in the CPG Industry

Here are 6 ways a brand can develop a compelling EVP that will bring the type of candidates they want to them:

1.) Develop an EVP:

Companies should develop an EVP that resonates with their target audience and showcases the unique value that they offer to their people. This should both keep them competitive with the offerings of competitor’s hiring brands, while still differentiating themselves. For example, Nike’s value prop is “Win as a team,” which filters across the company’s benefits and life. Their value prop even carries over to their values.

2.) Create a Positive Employee Experience:

Brands should focus on creating a positive employee experience that aligns with their EVP. This includes providing opportunities for career growth, offering competitive compensation and benefits, and fostering a culture that promotes collaboration and innovation. For instance, Nike’s perks align with their emphasis on accomplishing innovation in the world of sport with a team mentality. In keeping with this, team members receive fitness discounts, relocation benefits, and advanced learning opportunities.

3.) Build a Strong Online Presence:

In today’s digital age, having a strong online presence is crucial for attracting top talent. Companies should ensure that their website and social media profiles showcase their culture, values, and unique value proposition to potential employees. They should also engage with potential candidates on social media and participate in industry events and forums.

4.) Leverage Employee Advocacy:

Encouraging team members to become advocates for the company can also help enhance the hiring brand. Companies that create a culture where the team is proud to work for the company – they are willing to share their positive experiences with others. Team members who recommend their company to others perform at high levels, deliver great customer service, and influence their colleagues to improve their performance.

5.) Focus on Diversity & Inclusion:

Diversity & Inclusion (D&I) are important factors for top talent when candidates choose an employer. If they can envision themselves as part of the team and know that their perspectives will be valued and included, they will want to work for the hiring brand. This also benefits the company, as it leads to different ways of thinking, leading to more innovative solutions.

6.) Competitive Compensation and Benefits:

Competitive compensation and benefits packages are essential for attracting and retaining top talent in the CPG industry. Companies should ensure that their compensation packages are in line with industry standards and that they offer benefits that align with the needs and preferences of their people, otherwise they risk losing top candidates to the competition.

Conclusion

In conclusion, a strong hiring brand is essential for attracting top talent in the CPG industry. With the industry projected to continue to grow at a significant rate, companies need to ensure that they have a compelling employer value proposition, a positive employee experience, a strong online presence, focus on diversity and inclusion, and offer competitive compensation and benefits. By following these tips, companies can enhance their hiring brand and attract the best and brightest employees to help them achieve their goals.

Our Impact

In 1995, our founders embarked on a journey that would disrupt the status quo of the executive recruiting industry. We have been transforming companies and lives ever since.

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9,395

First Round Interviews

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3,000+

Total Placements

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47%

Diversity Placements

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$700M

Economic Impact

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Brent Albertson

CEO, Zing Zang LLC

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Non-Alcoholic Beverages

“ Our experience with Protis Global has been very positive. They have strong multi-industry CPG experience and understand our business model and standards. They know the difference between an “A-player” and a “B-player” in several functions, and the honesty around that standard helps us move faster. Mike and team set up a great process, especially in early canvassing and vetting that helps our leaders engage at the right time and make decisions fast. ”

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Colin Nolan

Executive Vice President, Mark Anthony Brewing Inc.

Beer, Wine & Spirits
Beer, Wine & Spirits

“Protis Global’s approach to talent acquisition is marked by diligence, transparency, and a genuine dedication to client satisfaction. Their strategic insights and personalized service have made a substantial impact on our organization, ensuring that we always have the best professionals driving our initiatives forward. The team at Protis Global demonstrates a keen ability to identify individuals who not only possess the requisite skills but also align seamlessly with our company culture.”

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Hilal Tabsh

Chief Revenue Officer, Glass House Brands

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Cannabis

“Over the last 10+ years my experience with Michael Bitar and the Protis Global team has been exceptional across multiple industries. Michael and his team work to get to the true needs of my hiring plan and partner with us throughout the process. They understand our business, company culture, what success looks like, and then propose candidates that will produce results while also fitting into our team dynamic. Overall it’s a great team and experience and I would recommend to anyone looking to hire top-notch quality candidates reach out to Protis Global and Michael Bitar.”

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Peter Iglesias

Chief Executive Officer, Bespoken Spirits

Beer, Wine, & Spirits
Beer, Wine, & Spirits

“I highly recommend Protis Global as a top-notch recruiting agency. I have had the pleasure of working with them for the past 15 years, both as a candidate and employer in the Spirits and Wine industry. In my 25 years of experience, I have found Protis Global to be the most efficient and effective recruiting agency I have ever dealt with. Protis Global has consistently come through for me in the clutch, providing exceptional professionalism and execution in job searches and placements. Their dedication to finding the right fit for both candidates and employers sets them apart from other agencies. I have always been impressed by their ability to understand the needs of both parties and successfully connect them in a timely manner.”

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Soley Van Lokeren

SVP, People

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Non-Alcoholic Beverages

“I have been in the field of human resources for over thirty years, in executive level roles both in-house and in outsourced positions. Michael Bitar is my favorite talent acquisition professional with which I have ever worked. He cares deeply about building a relationship with his clients, learning their business, culture, challenges, and truly understanding the needs of a role requisition. His approach is mirrored by the rest of the Protis team, who are courteous, thorough, and who make you feel like you are their only client. Protis successfully delivered hires for our Chief Commercial Officer role and for three key challenging roles (in both Marketing and Sales). They are simply – the best!”

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Brian Kuz

Chief Sales Officer

Food & Snacks
Food & Snacks

“Protis is unique in their go-to-market strategy in that they not only find the right candidate for the role, but they find the right opportunity and company for the candidate. Protis Global looks for people who are ready to make a change...I will continue to recommend Protis Global as one of the best placement agencies in the World, as I have worked on every continent and have dealt with the big executive placement firms and the boutique ones. Protis shines above all, and as long as I am hiring, I will continue to go to Protis Global first, if not exclusively.”

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Chris Hall

CEO, poppi

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Non-Alcoholic Beverages

“Partnering with Protis Global has been a game-changer for poppi. They understood our vision and the unique challenges we faced as a rapidly growing brand. Their expertise in executive search helped us find the right leaders who not only fit our culture but also brought the skills and passion needed to drive accelerated growth. The Protis Global team actively took our feedback and adapted the search so that we could focus on what we do best – creating innovative, healthy beverages that our customers love. They’ve truly become an extension of our team, and we couldn’t imagine achieving our success without the team members they helped us to bring aboard.”

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Chad Palma

President of Sales, Spindrift

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Non-Alcoholic Beverages

“Michael Bitar and the Protis team have been such a pleasure to work with over the years. Not only do they do amazing work with recruiting but we have also developed a partnership between our two companies. Michael and his team provide a crucial role in reviewing my hiring needs at the beginning of each year. Once the review is complete, Michael begins searching for quality candidates that fit the role and culture for Spindrift. He and his team do an outstanding job of finding the right candidates for the position in need. I highly recommend Michael and the Protis team for your hiring needs.”

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John Sacksteder

President, Mark Anthony Brewing Inc

Beer, Wine & Spirits
Beer, Wine & Spirits

“From the start, the relationship with Protis Global was different than other recruiting firms.  The team had a deeper level of commitment and desire to learn about our business than I had experienced with other firms. Our company was experiencing a time of exponential growth and our staffing needs were complex. We needed very experienced people across every possible function in the Operation and Supply Chain Teams and we needed them in a hurry. The Protis Global Team mobilized quickly and established a methodology to identify strong candidates and work them through the interview process in a professional and timely manner. Their grit, determination, understanding our needs and culture, sense of urgency and drive to exceed our expectations set them apart from the pack.”

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Kathleen Hutchison

Senior National Account Manager at Arla Foods

Food & Snacks
Food & Snacks

Kayla was awesome and very thorough in her vetting of candidates. She understood our brief as we were looking for candidates and helped to weed through those who were not a good fit for the role. 

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Thomas Frisch

Chief People Officer at IJW Whiskey

Beer, Wine & Spirits
Beer, Wine & Spirits

“The team worked quickly and efficiently to find a unique position.”

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Kim Nguyen

VP of Supply Chain at Lallemand

Beer, Wine & Spirits
Beer, Wine & Spirits

Everyone involved was extremely helpful - Gary, Michael, Ben - thank you!! The team didn't only search for candidates based on the job description, but also the qualities that I look for in candidates. 

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Shashank Gaur

VP of Product Technology & Innovation

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Non-Alcoholic Beverages

The interview process was smooth and extremely professional. Ben and team represented me as much as they represented the company. 

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Jeremy Schulman

Regional Business Manager - Foodservice

Food & Snacks
Food & Snacks

Consistent communication, updates, and detailed knowledge of the client. The whole experience was top notch!

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Blake T. Bermingham

Supply Chain Manager

Beer, Wine, & Spirits
Beer, Wine, & Spirits

Very simplistic process finding the right role for the right candidate...keep up the great work! 

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Don Stohrer Jr.

CEO, Arla Foods USA

Food & Snacks
Food & Snacks

“We’ve been a Protis Global client for eight years, and during this time have always appreciated the thoroughness of the recruitment process, as the candidates brought to us have been well-vetted, not only from a competency perspective, but more importantly from a [cultural] fit dynamic. Mike and the team have always been highly engaged to ensure they bring us candidates that match our culture. That’s been critical to the success of the candidates that have landed here by way of our relationship with Protis.”

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