Customer success story

Delivering high-volume festive recruitment for a major UK heritage retailer

Supporting one of the UK’s largest retailers to recruit more than 500 additional temporary workers across eight key distribution centres during the critical Christmas peak period.

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Impact at a glance

A high-volume peak recruitment campaign delivered through creative, co-branded digital attraction. Helping the client meet critical Christmas workforce demand across eight distribution centres.

559

Workers delivered to the client

500+

Additional temporary workers required

Key distribution centres supported

Quality candidates ready for induction

Hard-to-fill

7.5 tonne driver vacancies exceeded targets

Programme impact: A collaborative digital attraction campaign delivered the volume and quality of talent needed for Christmas peak.

RetailIndustry

11 billion GBPCompany revenue

80,000Employees

UKRegion supported

The Situation

A sharp seasonal increase in customer orders created urgent demand for temporary workers.

A major UK retail operation

Our client, one of the UK’s largest retailers, relies heavily on a sharp increase in blue collar temporary worker numbers to ensure the secure and timely delivery of millions of customer orders over the Christmas period.

Christmas peak workforce demand

During the 2016 peak period, from August through to December, Guidant Global was responsible for recruiting more than 500 additional temporary workers across eight key distribution centres.

Hard-to-fill logistics roles

Many of the roles were located in highly-saturated local markets, with requirements including warehouse operatives, 7.5T drivers and fork-lift truck drivers.

Client profile

80,000

The client is a major UK heritage retailer with 80,000 employees and 11 billion GBP in company revenue.

Recruitment requirement

500+

Guidant Global was responsible for recruiting more than 500 additional temporary workers across eight distribution centres during the Christmas peak period.

The Challenge

Recruiting high volumes of temporary workers in saturated local markets.

The client needed to secure large numbers of high-quality workers quickly to keep Christmas deliveries moving. Many of the roles were blue collar logistics roles in competitive local labour markets, including hard-to-fill 7.5 tonne driver vacancies.

Peak trading pressure

The client relied on a sharp increase in temporary worker numbers to ensure millions of customer orders could be delivered securely and on time during Christmas peak.

High-volume hiring requirement

Guidant Global was responsible for recruiting more than 500 additional temporary workers between August and December.

Saturated local markets

Many of the eight key distribution centres were based in highly-saturated local markets, making candidate attraction more challenging.

Specialist role requirements

The roles required included warehouse operatives, 7.5T drivers and fork-lift truck drivers, with some vacancies harder to fill than others.

The Solution

A co-branded digital recruitment advertising campaign built to attract high-quality candidates.

Guidant Global worked alongside the client to design and deliver a co-branded digital recruitment advertising campaign. Led by the Head of Marketing and Digital Sourcing Manager, the campaign captured the essence of the client’s employee value proposition and communicated it to the candidate market through engaging content.

01 Co-branded campaign content +

Guidant Global worked in tandem with client representatives and the dedicated account management team to capture the essence of the employee value proposition and communicate it through engaging content.

02 Open days and registration pages +

The campaign used open day events, digital registration pages, flyers and posters to support candidate attraction and make it easier for prospective workers to engage.

03 Targeted social media advertising +

Social media advertising was used to reach targeted local audiences and drive candidate interest in key locations.

04 Worker email engagement +

Emails were sent to current and historic workers, helping the campaign reach people who already had a connection with the client or similar work.

05 Creative job board advertising +

Creative and branded job board advertising was used to make the roles stand out in competitive local markets.

06 Targeted web banners +

Targeted web banners supported the campaign by creating further visibility and awareness across relevant candidate audiences.

07 Collaborative project management +

The team made weekly calls and maintained daily communication with the client, keeping the project on track as a collaborative recruitment drive.

08 Recruitment video for future attraction +

Guidant Global later produced a recruitment video as part of a campaign to drive candidate attraction for the distribution centre during the 2017 peak period and beyond.

Results

The campaign delivered on time, within budget and exceeded expectations.

The campaign was delivered on time and within the set budget. Guidant Global exceeded expectations, delivering 559 workers to the client during the 2016 peak period and exceeding the targets set for hard-to-fill 7.5 tonne driver vacancies.

559

Workers delivered

Quality candidates ready for induction

People originally requested for induction

Distribution centres supported

Hard-to-fill

7.5 tonne driver vacancies exceeded targets

High-volume workforce delivery

Guidant Global delivered 559 workers to the client during the 2016 peak period, helping the retailer meet critical Christmas operational demand.

Targets exceeded for hard-to-fill roles

The recruitment of hard-to-fill 7.5 tonne driver vacancies was especially successful and exceeded the targets set by the client.

Quality candidates at speed

After being asked to bring in 32 people for induction on Monday, the team was able to send in 89 quality candidates.

Marketing support made the difference

The on-site account team credited the marketing support with making the rapid uplift in quality candidate delivery possible.

The campaign demonstrated how targeted, co-branded digital attraction and close client collaboration could deliver the quality and volume of temporary workers needed during one of the busiest periods in the retail calendar.

Campaign impact

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