Peak recruitment marketing campaign
Guidant and Impellam have been working in partnership with Shop Direct since 2001, recruiting and onboarding all temporary warehouse roles across their distribution centres. For the peak recruitment period (August-November) in 2017, Guidant created a dedicated and innovative recruitment marketing campaign to attract and engage with the local workforce, in order to fill all 1500 roles; a campaign which won us the 'Most Effective Recruitment Marketing Campaign' category at the 2018 Recruiter Awards!
The challenge
With a dramatic increase in demand for warehouse workers to cope with the demands of Black Friday, Christmas and January sales, as well as competitors recruiting in the local area for similar roles, we needed to differentiate Shop Direct to attract candidates in a targeted and engaging way.
The campaign
The ‘All we need is you!’ campaign was centred on candidate personas. We researched our previous peak workforce to establish four key target audiences; three of which reflected existing worker trends – Daytime Dave, Nightshift Nick and Weekend Wasim, and the fourth persona, Female Farah, which we aimed to target a potential gap in applicant demographic, increase the amount of female workers through challenging stereotype perceptions of a warehouse environment – and in turn, increase diversity. Both the design and messaging was tailored to each persona rather than taking a ‘one-design-fits-all’ approach to job adverts.
Successes to shout about
The results speak for themselves – we successfully targeted over 10,000 applications and placed over 1500 workers. Post-peak engagement surveys with the workers also showed they had a great experience working with Guidant and Shop Direct, giving a fab NPS of +59!
And our campaign the 'Best Recruitment Marketing Campaign' at the Recruiter Awards where we were up against employer branding agencies who represented national and well-loved brands such as Boots, Vodafone, The White Company and Aldi.
We are incredibly proud of this campaign and what we’ve achieved. We are looking forward to building on this success in 2018 and beyond!
Read the full customer success story
To find out the full ins and outs of our ‘All we need is you!’ campaign including stats and metrics, download our visual customer success story now.
Get in touch
If you would like to find out more about the campaign or what our in-house talent marketing team can deliver for your business, please email alexa.bradbury@guidantglobal.com
