Kaufland employer branding: the A.C.C.E.S. caravan, with George Baltă, across nine Romanian cities
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The A.C.C.E.S. caravan is the campaign in which Kaufland Romania travelled to nine cities across the country to recruit people with disabilities for its Kaufland A.C.C.E.S. program. The caravan's hero was athlete George Baltă. Kaufland launched the caravan with George Baltă and director Tedy Necula, who leads NECULA Agency. The agency documented every stop and turned each one into video content for all of the company's channels.
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The Kaufland A.C.C.E.S. caravan in numbers
- 9
- Romanian cities, from Timișoara to Bucharest
- 500+
- jobs dedicated to people with disabilities when the caravan launched
- 200
- participants, approximately, at the first two stops
- 5
- years of the Kaufland A.C.C.E.S. program, celebrated at the final stop
The Kaufland A.C.C.E.S. program and a simple problem
A.C.C.E.S. is Kaufland's program for hiring people with disabilities. For this program, Kaufland worked with Tedy Necula.
The program ran into a simple problem. The people Kaufland wanted to hire don't scroll through job ads.
The solution was just as simple. If people don't come to the company, the company goes to them. And documents every step of the way.
“At Kaufland, we set out to create a welcoming environment for everyone, including people with disabilities. And so that as many people as possible find out about job opportunities in the company, we launched the A.C.C.E.S. Caravan, through which we want to go to candidates ourselves and give them the chance to learn more about open positions and the work environment.”
Nine cities, documented from the first stop to the last
NECULA Agency documented the first caravan of its kind in Romania, travelling through the communities Kaufland wanted to recruit from. Its hero was George Baltă, ambassador of the Kaufland A.C.C.E.S. program, a former rugby player, wheelchair marathon runner and motivational speaker.
The caravan set off on 23 February 2024, in Timișoara. Oradea, Cluj, Sibiu, Brașov, Constanța, Iași and Craiova followed. The final stop was in Bucharest.
The NECULA Agency crew filmed the face-to-face meetings with future employees and the Kaufland team's presentations. It also filmed the moment someone with a disability realizes they can become a colleague with full rights.
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What a stop of the A.C.C.E.S. caravan looked like
Every stop included interactive workshops. George Baltă spoke about his professional past and the obstacles he had overcome. Tedy Necula spoke about the courage and motivation it takes to reinvent yourself.
The Kaufland recruitment team presented the open positions and the hiring process, then answered questions. Anyone interested could apply on the spot.
In every city, a sign language interpreter from the National Association of the Deaf in Romania was there for people with hearing impairments. At the end, participants watched “Mai departe”, the feature directed by Tedy Necula, with George Baltă in the lead role. The feature tells the story of George's life.
“Life has taught me that every obstacle is an opportunity to show your strength and resilience. I am glad that, thanks to the A.C.C.E.S. Caravan, I can pass on what I have learned to other people with disabilities.”
Content from every city, and five years of the program celebrated in Bucharest
Every stop of the caravan became communication material, with full content packages across all of the company's channels.
Around 200 people came to the first two stops, in Timișoara and Oradea. The final stop was in Bucharest, on 16 May 2024, at MINA, on Global Accessibility Awareness Day. There, Kaufland celebrated five years of the A.C.C.E.S. program.
The country's largest employer of people with disabilities had the reality for years. Now it has the proof, on camera.
Public sources on the A.C.C.E.S. caravan
What recruitment teams can take from the A.C.C.E.S. caravan
Go where the candidates are
Kaufland took recruitment to nine cities, straight into the communities it wanted to hire from. Candidates could apply on the spot.
A well-known person at the center
George Baltă was the caravan's hero. His story showed participants a concrete path, told by someone who has walked it.
Every stop, documented
Each city produced content packages for all of the company's channels. A one-day event carried on online.
Inclusion, shown in practice
The sign language interpreter, the recruiters in the room and on-the-spot applications made the program visible. The videos carried those moments further, to people who were not in the room.
A video employer branding campaign for your company
employer-branding.ro is the employer branding division of NECULA Agency. NECULA Agency creates, produces and implements six-month video employer branding campaigns: more than 80 videos, published on YouTube, LinkedIn, Facebook, Instagram and TikTok. The first videos are ready in five weeks.
Each campaign uses five types of video: a manifesto video for HR, employee portraits, team and culture, CSR projects and educational reels. The guide to employer branding video explains each one, with examples.
You approve the scripts before filming and every video before publication. The campaign can be funded from the disability fund, and NECULA Agency is an Authorised Protected Unit. The details are in the Funding section.
Frequently asked questions
What is the Kaufland A.C.C.E.S. caravan?
The A.C.C.E.S. caravan is the campaign in which Kaufland Romania travelled to nine cities across the country to recruit people with disabilities for its Kaufland A.C.C.E.S. program. It launched in 2024, with athlete George Baltă and director Tedy Necula.
What is the Kaufland A.C.C.E.S. program?
A.C.C.E.S. is Kaufland Romania's program for hiring people with disabilities. The program turned five in 2024, and when the caravan launched Kaufland had more than 500 jobs dedicated to people with disabilities.
Which cities did the A.C.C.E.S. caravan visit?
The A.C.C.E.S. caravan visited nine cities: Timișoara, Oradea, Cluj, Sibiu, Brașov, Constanța, Iași, Craiova and Bucharest. The first stop was on 23 February 2024, in Timișoara, and the last on 16 May 2024, in Bucharest.
What did NECULA Agency do in the Kaufland campaign?
NECULA Agency documented every stop of the A.C.C.E.S. caravan: the meetings with future employees, the Kaufland team's presentations and the participants' moments. Each stop produced video content packages for all of Kaufland's channels.
Who is George Baltă?
George Baltă is the ambassador of the Kaufland A.C.C.E.S. program and the hero of the A.C.C.E.S. caravan. He is a former rugby player, a wheelchair marathon runner and a motivational speaker, and his story is told in “Mai departe”, a feature directed by Tedy Necula.
Can an employer branding campaign be funded from the disability fund?
Yes, a NECULA Agency employer branding campaign can be funded from the disability fund. NECULA Agency is an Authorised Protected Unit, and the details are in the Funding section of employer-branding.ro.