CESAR launches campaign to help pet parents advocate for pet-friendly workplaces

The HIRE MY DOG™ program, provides owners with expertise and tools to get pets "hired"

Georgie Moreton

Assistant Editor, BITE

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For many canine parents, going into the office means leaving dogs at home alone or investing in costly doggy daycare. As part of an ongoing commitment to make the world a more dog-friendly place, Mars Petcare’s CESAR Canine Cuisine has launched a ‘hire my dog’ program to help make the workplace more welcoming to our furry friends.

The campaign has been created by BBDO New York and is helping pet parents advocate for pet-friendly workplaces using insights from Mars Petcare’s Better Cities for Pets program, which uses research to identify key attributes that make communities and businesses pet friendly.

"Dogs deserve to be welcomed everywhere, and we know that pet-friendly workplaces can help boost employee morale, increase productivity and improve culture," said Jean-Paul Jansen, Vice President of Marketing for Mars Pet Nutrition North America.

CESAR believes that the best life is shared between pets and their pet parents, and therefore has created a tongue-in-cheek campaign to help dogs get ‘hired’ into the workplace.

The first step is making a canine friend a resume at CESARHireMyDog.com to highlight the qualities they offer to the workplace. The resumes can be posted on social media and shared with employers, turning pups into canine candidates.

Each dog’s resume leads employers to the Better Cities For Pets  program, where they can find advice and a toolkit to help them make their office dog-friendly.

The program launched with a marketing campaign including the resume builder along with social ads reminding people why dogs are the best co-workers; digital video content revealing candid reactions from real people as they were surprised and delighted by dogs interviewing for open roles; and a nationwide contest where one lucky winner will be selected to experience a pet-friendly “Pup-Up” Workspace in their hometown or office. Dog parents can enter the contest by building a resume for their pooch, sharing it on Instagram or Twitter with #HireMyDog, #Contest and @CesarCuisine.

"A pet-friendly workplace is essential to our company culture, so we've implemented pet-friendly policies and 'pet-perks' – such as leash attachments at desks, water stations and relief areas – to ensure our space is as pet-friendly as possible," said Dave Bradey, People & Organization Head, Mars Petcare North America.

He added that “having a dog-friendly office continues to be a differentiator for employers seeking high-power talent. Not only does it help in recruiting efforts and retention, it helps bring employees together and build positive relationships, which is more important than ever, after spending time apart over the last two years.”

Through the creative use of the dog resume, the brand is making it hard for employers to resist taking on a new four-legged colleague and driving forward its mission of making the world a more dog-friendly place.