Client: Sportina
Industry: Fashion Retail
Objective: Recruit 100 new sales associates amidst a competitive market landscape.

The Challenge

Sportina, a respected brand in the fashion industry, faced a significant challenge: the rapid expansion of their retail operations required them to recruit 100 new sales associates. Despite extensive efforts, including traditional job postings and collaboration with recruitment agencies, the company struggled to attract enough qualified candidates. The fierce competition for talent in the fashion sector and Sportina's relatively low employer brand recognition compounded the issue, necessitating a complete overhaul of their recruitment strategy.

The Problem

• Talent Shortage: Despite active recruitment efforts, Sportina could not attract a sufficient number of qualified candidates, stalling their growth plans.
• Competitive Job Market: The fashion industry is highly competitive, with multiple retailers vying for the same talent pool.
• Weak Employer Brand: Although well-known in the industry, Sportina was not recognized as an attractive employer.

The Strategy

To address these challenges, Sportina embarked on a comprehensive employer branding and recruitment marketing campaign, aimed at reshaping their image as an employer and attracting top talent.

1. Market Research and Employee Value Proposition (EVP) Development:
Sportina conducted an in-depth analysis of labor market trends and the expectations of potential candidates. This led to the development of a compelling Employee Value Proposition that emphasized opportunities for personal and professional growth, teamwork, and a positive work environment.

2. Campaign Slogan and Visual Identity:
A new campaign slogan was crafted to reflect Sportina’s refreshed employer promise. The visual identity of the campaign was designed to highlight the modernity and appeal of working at Sportina, ensuring it resonated with the target audience.

 

 

3. Landing Pages and Advertisements:
Dedicated landing pages were created to communicate the benefits of working at Sportina clearly. These pages, along with strategically placed advertisements, were essential in driving traffic and increasing campaign visibility.

4. Social Media Campaigns:
Sportina leveraged social media to engage potential candidates, showcasing career opportunities and the unique perks of working with them. The social media content was designed to be engaging and informative, appealing directly to the interests and needs of their target demographic.

5. In-Store Promotions:
Promotions were held in stores to directly reach potential candidates, educating both employees and customers about the advantages of joining Sportina.

6. Employee Referral Program:
Sportina launched an employee referral program, turning existing employees into brand ambassadors. This initiative encouraged current staff to refer suitable candidates, leveraging their networks to expand the recruitment pool.

The Results

The transformation of Sportina's employer brand and the execution of a targeted recruitment campaign yielded impressive results:

• Successful Recruitment: Sportina successfully attracted enough qualified candidates to fill all 100 sales associate positions. Recruitment costs were reduced by over 50%, and the number of job applications increased by 47%.
• Enhanced Employer Recognition: Sportina became recognized as an attractive employer, boosting their visibility in the competitive job market.
• Improved Employee Morale: Employees became more satisfied and proud of their workplace, contributing to a positive company reputation.

This case study demonstrates that a strategic overhaul of employer branding and targeted communication in the labor market can help businesses overcome recruitment challenges and achieve sustainable growth.