How do you build a strong employer brand? In the framework of the Athens Startup Safary, George Dimitriou, Head of Marketing & Communication, presents how Skroutz has managed to create an attractive and powerful employer brand name, which helps the team recruit the most talented people.

1. Hello!
George Dimitriou
Head of Marketing & Communications
@tsakali_gr

2. #Our flagship service

3. #How it all began…
3
Lots of
coffee cups
1
announcement @
insomnia.gr
12
merchants

4. #Skroutz today – The figures
The #1 online shopping webpage in
Greece (6 mil. unique visitors / month)
156 million clicks (+22% YoY)
2,300 e-shops (+20%) / 12 mil. products
~€6.5 mil. annual turnover (+45% YoY)
4

5. #Skroutz Webpage Traffic (monthly basis)
5

6. 6
Team
135+ Greece
15 Turkey
Offices
Skroutz HQ
2.200m2
Alve
200m2

7. 7
2005 2015
#Skroutz goes abroad
2013

8. #Projects portfolio

9. 9
#Skroutz SmartCart

10. 10

11. #The startup culture (even when you’re way beyond that)
“Anything is possible” mentality
Shared purpose
Ability to react & shift quickly
Collaboration & transparency
Autonomy
Praise & recognition
11

12. 12
#What is the employer brand?
Identity
Perceptions of stakeholders
Reputation
Value proposition to
employees

13. Λένε "Only hire people smarter
than you" και το επιβεβαιώνω: οι
άνθρωποι του Skroutz με έχουν
κάνει εξυπνότερο και καλύτερο
άνθρωπο.
Σε πείσμα των καιρών, αντί για
valuations και κέρδη, ας
μιλήσουμε για το πώς φτιάχνεις
μια εταιρεία που το fun factor
είναι σημαντικότερο από
ο,τιδήποτε άλλο.
13Γιώργος Χατζηγεωργίου, CEO & co-Founder, Skroutz
#Lead by example

14. 14
#Interview and
onboarding

15. 15
#Onboarding
New Skroutzers

16. 16
#Workspace Bliss
Skroutz Awesome
Factory

17. 17

18. 18
#Employee
benefits

19. 19
#Life @ Skroutz

20. 20
#Team Bonding
Company wide

21. 21
#Happy Budget
Sub-team Clusters

22. 22
Skroutz CMS
Aleka

23. 23
#Trainings &
Conferences

24. 24
#CSR
Internal & External

25. 25
#Community &
Stakeholders

26. 26
#The “voice” of your people
Allow them to tell their stories = your story!

27. 27
#Promote your brand culture

28. #Our path to success
28
Sustainable
business
model
Excellent
working
environment
Passionate
for
E-commerce
Happy
creative
people

29. #What can you do?
1. Keep your team motivated
2. Encourage extroversion
3. Tell your story in an authentic way
4. Focus on the attractive & compelling
attributes of your company
5. Be consistent
6. Celebrate successes
7. Embrace your communities
29

30. #Key takeaways
30
1. Employer & commercial brand go hand-in-hand
2. Employees are your strongest ambassadors or
biggest critics
3. Workplace = happiness factor
4. Staying true, relevant, distinctive & aspirational
is what defines your culture
5. Your greatest weapons: word-of-mouth & good
will

31. 31
Stay focused.
Don’t be afraid
to have a voice!Let’s be honest…
Building a strong employer
brand is hard work.
Damn hard work.

32. Thank you!