Morrisons employs over 117,000 people, has over 500 stores and an online home delivery service – and they are still growing!
Established in 1899 from a Bradford market stall, they are now the fourth largest chain of supermarkets in the UK. Their business is mainly food and grocery and uniquely, they source and process most of the fresh food that they sell though their own manufacturing facilities. In fact they make more fresh food than any other supermarket and are the UK’s second largest fresh food manufacturer and the first retailer to have their own seafood factory.
Every week, 12 million customers pass through their doors; they have more skilled colleagues preparing food in store than any other retailer. Morrisons cover more than 11 million households with their Morrisons.com service, with a logistics team of over 8,500 people who moved nearly a billion cases last year with a fleet of over 1,700 trailers. With competitive, permanently low prices and their price matching facility, they have developed a commitment to helping customers save money every day.
Poor Employer Brand Visibility
Historically the business had been using recruitment agencies and fixed price advertising companies and whilst the vacancies were being filled, all of the vacancies were being advertised in other company’s names and not Morrisions.
They soon realised that they didn’t have an employer brand in the market place and potential talent weren’t seeing the wide variety of roles within the business. Bearing in mind that Morrisons is one of the only retailers that owns a lot of its supply chain, the variety of roles across the wider business is huge.
Building the Employer Brand
Morrisons already have a strong name in the marketplace so our focus was on how and where to best advertise their roles for maximum exposure. With access to a wide variety of online job boards, we were able to create bespoke solutions depending on the nature of the roles.
Each advert is written in a consistent tone of voice to attract the targeted audience and then placed in the relevant sector and location. On occasions specialist media was utilised along with targeted campaigns from job boards.
The Journey Begins
Once the adverts are posted, people can instantly see all of the live vacancies and apply for the company’s roles directly. Application numbers are up and agency usage is down with vacancies being filled and a talent bank built. The recruitment budget is being utilised by investing in communicating their values and culture; they now have an employer brand in the market.
Ongoing enhancements will be made to the recruitment strategy as feedback is analysed and the great story of Morrisons and all that it has achieved is told, cementing their employer brand.