Wolt: Building a National Sales Team from the Ground Up

Long story short

In 2024, Wolt, a food delivery giant, faced an ambitious challenge: hire a national sales force of 80 associates across Japan by the end of the year with virtually no established employer brand recognition. A generic recruitment campaign would fail.

Our solution was a deeply researched multi-channel content marketing campaign designed to build an authentic employer brand from scratch. To start, we conducted in-depth interviews with current employees to uncover the true company culture. These insights became the foundation for our core brand message, “Visionary Builder,” and a suite of high-quality content including a leadership video, “day-in-the-life” features and a central careers landing page.

This content was then activated through a hyper-targeted distribution strategy by using optimized job boards and data-driven paid media campaigns. The results were phenomenal: we successfully ﬁlled all 80 roles, generated over 2,000 applications and achieved 6.5 million impressions, proving the power of content in solving a critical business challenge.

About the client

Wolt, a leading Finnish technology company specializing in food and merchandise delivery, has been rapidly expanding its presence in Japan. To fuel this growth, they needed to scale their sales team signiﬁcantly in 2024, a critical step to increasing their partnership base with local shops and restaurants across the country.

Target Audience and Objectives

The campaign was built on a precise understanding of the target audience alongside clear and measurable business objectives.

Target Audience: Our primary audience consisted of two distinct sales proﬁles:
- Restaurant Partner Managers (RPMs): Experienced sales professionals (aged 30-45) looking for autonomy, career growth and the opportunity to make a signiﬁcant impact in a fast-growing company.
- Restaurant Partner Specialists (RPSs): More junior candidates with a strong desire to learn, a collaborative mindset and a passion for taking on new challenges. Our research identiﬁed that both groups were motivated by a supportive, non-dictatorial management style as well as a ﬂexible work environment.
Objectives:
- Primary Objective: Successfully hire 80 new sales associates (a mix of RPMs and RPSs) across multiple regions in Japan between May and December 2024.
- Secondary Objective: Establish and build Wolt’s employer brand in the competitive Japanese job market, clearly articulating its Employee Value Proposition (EVP).
- Tertiary Objective: Create a sustainable talent pipeline by generating a high volume of quality applications and raising brand awareness among potential future candidates.

Content Quality and Relevance

Our content strategy was rooted in authenticity. Instead of creating a top-down corporate message, we started with a deep-dive discovery phase by interviewing existing Wolt sales team members and leaders to understand what truly made the company a great place to work. This research-ﬁrst approach ensured that every piece of content was relevant, credible and resonated with our target audience.

Core Employer Brand Message: From our research, we crafted the central theme: “Visionary Builder.” This message perfectly captured the spirit of the company—a place where employees are not just staff but pioneers who are actively building something new. This narrative was woven through every asset.
High-Quality Content Assets: We produced a comprehensive suite of content designed to engage candidates at every stage of their journey:
- Top Management Video: A professionally produced video featuring Wolt Japan’s General Manager, Natalia Khizanishvili, communicated the company’s vision, culture and leadership style which ultimately built trust and credibility.
- Centralized Careers Landing Page: We designed and built a dedicated landing page to act as the campaign’s central hub. It housed all our content, featured authentic employee testimonials and provided clear pathways to apply. This led to a seamless user experience.
- “A Day in the Life” Videos: We created videos showcasing real RPMs and RPSs which offered a genuine and relatable glimpse into the daily responsibilities and joys of the roles.
- Optimized Job Descriptions: We rewrote all job descriptions to move away from generic corporate language by infusing them with our “Visionary Builder” messaging and focusing on the growth and impact candidates could achieve.

Conversion and Engagement Strategy

Our strategy was to use our high-quality content as the engine for a targeted, multi-channel distribution plan that efﬁciently converted awareness into applications.

Hub-and-Spoke Model: The careers landing page was the “hub” of our campaign. All channels were designed as “spokes” to drive qualiﬁed trafﬁc to this central content and conversion point.
Channel Execution:
- Job Board Optimization: We strategically managed Wolt’s presence across major job boards like DODA, MyNavi and Bizreach. We ensured messaging was consistent across all platforms, replaced generic stock photos with authentic team images and integrated our new video content to create richer and more engaging listings.
- Hyper-Targeted Paid Media: We ran data-driven ad campaigns on Meta, Google Search and LINE and focused on speciﬁc geographic locations with hiring needs, such as Hokkaido. We continuously monitored performance by analyzing response levels and optimizing our approach in real-time—for example, reallocating budget from video ads to higher-performing image-based display ads to maximize conversions.

Results

The campaign delivered outstanding, measurable results. It met and exceeded all primary objectives.

Primary Objective Achieved: The campaign successfully supported the hiring of all 80 open sales roles by the December 2024 deadline, directly solving the client’s core business challenge.
Exceptional Engagement: The content resonated powerfully with the target audience, generating over 2,000 applications and creating a robust talent pipeline for future needs.
Massive Brand Reach: Across our paid media channels, the campaign generated 6.5 million impressions, signiﬁcantly boosting Wolt’s visibility and establishing its new employer brand in a crowded market.

This campaign demonstrates the power of a content-ﬁrst strategy. By starting with authentic stories and delivering them through a smart, analytical distribution plan, we were able to build a brand and a team for Wolt from the ground up.