HOW WE DO IT

Stores of the Future

Stores of the Future - O2

You’ll already know O2. That’s because they have over 23 million customers (oh, and the highest customer satisfaction for any mobile provider, according to Ofcom).

"O2 asked us to help them recruit over 50 brilliant bods in Manchester and London"

You’ll already know O2. That’s because they have over 25 million customers (oh, and the highest customer satisfaction for any mobile provider, according to Ofcom).

In 2015, the business began to look at how they could pioneer new high street experiences. They wanted to create a place where you could pop in, hang out, play with kit and have a chat. Something completely different from your typical mobile phone shop. At the heart of their idea were two cutting edge concept stores and they asked us to help them recruit over 50 brilliant bods to join them in Manchester and London.

"We delivered a fun, engaging and interactive training experience that mixed the Apprentice with Dragon’s Den"

O2 were looking for a new breed of candidate. There was no defined job description. And no defined job title.

So, we developed a creative campaign with a different approach - ‘Different someone’ which
summed up exactly the type of people O2 wanted to recruit for the new concept stores (originally called ‘Stores of the Future’). And to get everyone excited we set up a ‘Stores of the Future’ explore room at Slough head office for recruiters and other people across the business, to let everyone discover what it was all about.

The creative also demanded a very different selection process. Candidates took part in an online assessment and video interview to help us narrow down our shortlisted selection.

Then, we set up pop up stores in London and Manchester and created ‘experience zones’ to give everyone a chance to show off their personalities to the max. After that, we delivered themed gift boxes to successful
candidates’ homes, which went down a treat.

And finally, we delivered a fun, engaging and interactive training experience that mixed the Apprentice with Dragon’s Den to create a genuine dream team of ‘different someones’.

"We needed to deliver the best candidate experience – and we more than met that challenge"

To ensure O2 was able to continue delivering the best possible customer experience, we needed to deliver the best candidate experience – and we more than met that challenge.

Above all, we made sure that the level of contact with candidates throughout the process was incredibly high. Unsuccessful external candidates received detailed feedback and innovative keep warm collateral. We’re still in touch with internal candidates who didn’t make it. And as for the
successful ones, well… they’re currently enjoying the career move of their lives.

TRY ANOTHER PROJECT?