Customer success story

Award-winning recruitment marketing campaign for Shop Direct

Helping Shop Direct attract over 10,000 applications and place over 1,500 workers through a targeted, engaging and dynamically adaptable recruitment marketing campaign.

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Impact at a glance

A tailor-made campaign that dynamically adapted to Shop Direct’s changing needs. Delivering the diverse range of skills required across a multitude of operational shifts.

10,000+

Applications targeted through the campaign

1,500+

Workers placed

91%

Peak workforce happy with their experience

+59

NPS achieved

Award-winning

Best Recruitment Marketing Campaign

Programme impact: The campaign underpinned Shop Direct’s fulfilment operation through peak and helped deliver the workforce needed at scale.

RetailIndustry

712.8 Million USDCompany revenue

3,500Employees

UKRegion supported

The Situation

A peak fulfilment operation needed a recruitment campaign that could adapt to changing workforce needs.

Peak fulfilment demand

Shop Direct needed to support its fulfilment operation through peak, with demand driven by Black Friday, Christmas and January sales.

Changing operational needs

The campaign needed to dynamically adapt to changing needs and deliver a diverse range of skills across the multitude of operational shifts that Shop Direct operated.

Targeted candidate attraction

With competitors recruiting in the local area for similar roles, Shop Direct needed to differentiate itself to attract candidates in a targeted and engaging way.

Client profile

3,500

Shop Direct is a UK retail business with 3,500 employees and 712.8 Million USD in company revenue.

Campaign recognition

Award-winning

The campaign won Best Recruitment Marketing Campaign at the Recruiter Awards.

The Challenge

Differentiating Shop Direct in a competitive local market for warehouse workers.

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, Shop Direct needed to attract candidates in a targeted and engaging way.

Peak sales pressure

Black Friday, Christmas and January sales created a dramatic increase in demand for warehouse workers.

Competitive local recruitment

Competitors were recruiting in the local area for similar roles, making it important to differentiate Shop Direct to candidates.

Multiple operational shifts

The campaign needed to deliver the diverse range of skills required across the multitude of operational shifts that Shop Direct operated.

Engaging different audiences

Shop Direct needed a targeted approach that could speak to different candidate groups, rather than relying on one generic advert design.

The Solution

The ‘All we need is you!’ campaign was centred on candidate personas.

Guidant Global researched the previous peak workforce to establish four key target audiences. The campaign tailored both design and messaging to each persona, rather than taking a one-design-fits-all approach to job adverts.

01 Candidate persona research +

Guidant Global researched the previous peak workforce to establish four key target audiences and understand the existing worker trends across the operation.

02 Three existing worker trends +

Three of the personas reflected existing worker trends: Daytime Dave, Nightshift Nick and Weekend Wasim.

03 Targeting a potential demographic gap +

The fourth persona, Female Farah, was created to target a potential gap in applicant demographic and increase the number of female workers.

04 Challenging stereotypes +

The campaign aimed to challenge stereotype perceptions of a warehouse environment and, in turn, increase diversity across the workforce.

05 Tailored design and messaging +

Both the design and messaging were tailored to each persona, rather than taking a one-design-fits-all approach to job adverts.

06 Dynamic campaign adaptation +

The campaign dynamically adapted to Shop Direct’s changing needs and delivered the diverse range of skills required across operational shifts.

Results

The results speak for themselves: over 10,000 applications, over 1,500 workers placed and an award-winning campaign.

Guidant Global successfully targeted over 10,000 applications and placed over 1,500 workers. Post-peak engagement surveys also showed that workers had a great experience working with Guidant Global and Shop Direct, with 91% of the peak workforce happy with their experience and an NPS of +59.

10,000+

Applications targeted

1,500+

Workers placed

91%

Peak workforce happy with their experience

+59

NPS achieved

Winner

Best Recruitment Marketing Campaign

High-volume candidate attraction

The campaign successfully targeted over 10,000 applications, supporting Shop Direct’s peak fulfilment operation.

Over 1,500 workers placed

Guidant Global placed over 1,500 workers, delivering the workforce needed across Shop Direct’s operational shifts.

Positive worker experience

Post-peak engagement surveys showed that 91% of the peak workforce were happy with their experience working at Shop Direct with Guidant Global.

Recruiter Awards recognition

The campaign won Best Recruitment Marketing Campaign at the Recruiter Awards, where it was up against employer branding agencies representing national brands including Boots, Vodafone, The White Company and Aldi.

“Unquestionably, the success of our fulfilment operation through peak was underpinned by the innovation and creativity of the Guidant marketing campaign. It was a tailor made campaign that dynamically adapted to our changing needs, delivering the diverse range of skills across the multitude of operational shifts that we operate. Quite simply we couldn’t have delivered peak without them.”

James Harper, Fulfilment Director at Shop Direct

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