Skip to main content

Asda Graduates

How we helped Asda increase BAME graduate hires by 50%


Where we started

Asda had never struggled with volume or quality of applications during the graduate recruitment process, especially when it came to more traditional retail roles. But when it came to expanding their tech data and fashion teams, they had ambitions to attract a more diverse graduate candidate pool. After helping them establish their EVP, they knew we’d be up to the challenge to help them achieve this goal.


What we did

Following a raft of in-depth interviews with existing graduates, their line managers and stakeholders, we were able to map this insight against the work we had done to date on Asda's EVP. This helped us create a stronger line of messaging that could be published across a carefully selected multimedia strategy including a number of graduate specific job boards. 

A more tactical approach to the inventory tallowed us to drive a greater impact over the course of the campaign alongside an opportunity to review and refine our approach over its duration. From this we were also able to integrate applicant diversity data and focus targeted advertising more specifically across certain functions that required a more diverse talent pool.

What we achieved

We enabled Asda to re-evaluate how they attract early talent in the future; focusing more on tactical advertising for roles as the opportunity appears, not just as part of a formal graduate intake. The graduate scheme achieved a 50% BAME hire rate, with an even female to male ratio – these best practises how now been rolled out across all early talent activity to improve the diversity of talent entering Asda & George.


increase of BAME graduate hires

Get in touch

We believe that all people have talent. And we think that every business and organisation can do amazing things when they engage with that talent in the right way. So, if you’d like to talk about what we can do for you, your business, and your talent, we’d love a chat. And if you’d like to stay up to date with what we think, create and do then sign up for our newsletter, too.

Please see our Privacy Policy for details on how we use your information.

Thanks for getting in touch!

Your message has been sent on to the team, one of us will be in touch as soon as we can.

In the meantime, if you need us urgently, why not give us a call on +44 113 524 0390.

There was an error!

There was an error sending your message, please try again later. If the problem persists, feel free to give us a call on +44 113 524 0390.

Leeds Office

Castleton Mill, Castleton Close
Leeds, LS12 2DS.

+44 113 524 0390

London Office

5th Floor, 167-169 Great Portland Street,
London, W1W 5PF.

+44 20 4574 6205

Chatter Communications Ltd. is a company registered in England and Wales. Registered number: 07550917.

Sign up to our newsletter