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.

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.