Turn your team’s families into brand ambassadors | Picasita.es
Turn your team’s families into ambassadors of your brand
Your employee spends 8 hours a day in your office. Their partner, 0. Their mother, 0. Their children, 0. But the decisions to "stay or leave the company" happen at home, not in the office. Internal employer branding that ignores the employee’s family is half the job.
Request program proposal View corporate baby basketsWhy HRBPs are shifting employer branding toward the family
Ten years ago internal employer branding was limited to the employee: culture, benefits, spaces. Five years ago it began to include the personal ecosystem: mental well-being, work-life balance, family care policies. Now there is a third step: direct gestures to the employee's family.
The logic is simple: most "looking for another job" decisions happen in home conversations. "Aren't you too stressed?", "this company doesn't value you," "if your boss didn’t congratulate you when the baby was born, what are they giving you?" That conversation kills retention, not the climate survey.
A personalized gift for the baby's birth, sent home, enters that conversation. The couple, the parents, the in-laws see it. The conversation changes. "Look what the company sent Carlos." That shift in mindset has measurable effects at 12-18 months on turnover rate.
The kit that enters the employee's home
Four formats that have worked in real B2B programs with distributed templates:
Program mechanics for HRBP
Arrives at home
Direct shipping to the employee's home. The family opens the package, not the office.
Includes company card
Signed card (can be handwritten) by the CEO, manager, or team. The family sees the company name before seeing the gift.
The baby uses it every day
Bib, tableware, blanket. The "company keepsake" becomes part of the family routine during 3-4 years of real use.
Word-of-mouth conversation
The family spreads the word. Neighbors, friends, other relatives. "Carlos’s company sent him this." Organic branding.
Frequently asked questions
How do we measure the impact of this type of program on employer branding?
Three metrics: internal eNPS (measurable quarterly), retention rate at 12-18 months after parental leave (measurable vs. baseline), and number of referrals from employees who received the gift. The third is the most direct: "cared for" employees recommend more.
Does it work in companies where most of the team hasn’t had children yet?
It works from the first case because it generates a "visible case." The first birth the company publicly celebrates with a quality gift sends a signal to the rest of the team about how they will be treated when their time comes. Demonstration effect.
How does it fit with an existing benefits program (Cobee, Sodexo, Cobee, Edenred)?
It is complementary. Tax benefits are compensation; the birth gift is an emotional signal. They don’t compete: many B2B clients use both. Picasita is not a taxable benefit; it is a direct employer branding action.
Do you work with startups with teams of 30-50 people?
Yes. For teams under 50 people, the program has even more impact because each gesture is very visible. Standard rate same as for large accounts.
Do you create case studies to support the case to the people committee?
Yes, we have 2 shareable public cases (Spanish tech companies, 200-500 employees) with anonymized metrics at 18 months. Request them if you need to present internally.
Employer branding that enters their home
If you want your employer brand to leave the office and enter your team's family life, this is the gesture with the best cost/impact ratio. Let's talk for 20 minutes.
Request program proposal