GSF USA is a sustainable commercial cleaning company that carefully considers the impact of cleaning on people and the planet. GSF USA is dedicated to building a trusted, professional cleaning staff by cultivating an environment where employees can thrive and grow.  

In an industry where employee turnover averages 200%, GSF USA needed a fresh way to retain employees and make them feel valued.  

Mulberry Marketing Communications partnered with GSF USA to develop the Heart of GSF campaign, an integrated campaign designed to celebrate employees, strengthen internal culture and showcase GSF’s values. The program incorporated a wide range of tactics, including a campaign logo, internal communications, external blogs, video storytelling and social media engagement. 

At the heart of the initiative was a specialized internal app that encouraged interaction and collaboration among colleagues. The app supported quarterly celebrations of employee birthdays and anniversaries, while also providing managers with insights to nominate outstanding employees for the quarterly Heart of GSF Award. This award recognized individuals who demonstrated GSF’s core principles: teamwork, integrity, ethics, improvement, and customer service. 

To launch the campaign, Mulberry produced the Heart of GSF video, which highlighted the strong employee culture and commitment to service excellence at GSF. Quarterly blogs reinforced the program by spotlighting employee anniversaries and profiling award winners. 

Building on the program’s momentum, Mulberry created a second video that showcased GSF’s employee experience and excellence in customer service one year after the initial launch. The campaign also extended to social media, where Mulberry developed engaging spotlights of Heart of GSF award recipients, career milestones, and employee anniversaries for those who had been with the company for a decade or more. 

The Heart of GSF program has earned both internal and external praise; GSF USA has grown to more than 1,800 employees and expanded into multiple new markets.  

• Video 

• Heart of GSF: 

• 6.3% click-through rate to the Careers page on GSF’s website 

• Average engagement on LinkedIn over 7.5% 

• 2,300+ impressions on YouTube 

• Culture Video: 

• 7.2% click-through rate to the Careers page on GSF’s website 

• Average engagement on LinkedIn over 8.4% 

• 1,300+ impressions on YouTube 

• Social Media 

• Average engagement on LinkedIn over 8%