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From truck drivers to tech talent, How did we help Asda more than double engagement levels in their employer brand?

We #reimagineretail

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Where we started

Asda has an impressive customer brand awareness, but they weren’t really known as an employer of choice. A lot of innovative change was happening within the business, and Asda needed help finding the story to tell that would help them attract the talent they needed as they embarked on the biggest retail separation the world had ever seen.

What we did

Asda had an abundance of roles to fill across the company but their lack of employer brand awareness was inhibiting them from reaching a wide audience. 

We began tackling this by using colleague and leadership insight, to craft three overarching EVP pillars; Culture, Scale & Opportunity, to help Asda shout about just how great they are. 

Our next hurdle was creating messaging that would permeate across the wide range of roles Asda was looking to fill. 

So we created ‘Reimagine Retail’. 

This became the talent brand proposition that is now the blueprint for all content produced for Asda’s hiring campaigns, from tech and data to finance and strategy. 

We use a mixture of paid and organic advertising alongside a content driven approach, which tells the ever-changing story of Asda and the people within the business who are reimagining retail every day.

And for their huge stores and logistics network, we used the same key pillars, but a different angle of “Imagine”, to help promote the more rational side of their EVP to blue collar, hourly paid colleagues.

The Asda Graduate Programme has a record-breaking number of applications, resulting in a 50% BAME hire rate

Clicks have gone from an average of 2k per month to 14k for 2021

Engagement rates have gone from 2.9% to 7.6% (compared with 2020)

What it delivered

We changed peoples perceptions and preconceptions about working at Asda, providing Asda with a talent brand that continues to help them attract, engage and recruit candidates across all divisions within the company. 

We’ve helped grow their organic channels, transformed their careers site, and embedded Reimagine Retail throughout their attraction and engagement communications. Giving everyone a banner to rally behind, and a focus for all future campaign messaging.

“We are on a journey, so even though it is early days, what we have done so far has really allowed us to reach a far wider audience than we were doing through tactical advertising. It’s had a massive impact and it has been so important to our journey over the last two years.” - Iain Everett Senior Manager, Talent Acquisition at Asda 

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.

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