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Argos

Employer Branding

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Challenge
It had been 10 years since Argos thoroughly updated its brand. Now there was to be a new logo and identity, a refitted store network – a fresh look and feel. Being a trusted partner, 360 Degrees was in the loop from very early on. We were thrilled to be given the time and the opportunity to play our part, by revamping the employer brand and all associated recruitment marketing mechanisms.

Solution
Working closely with the client – and drawing on many hours of interaction with their employees – we developed a distinct recruitment identity that would dovetail with the new consumer-facing identity. What made it a true employer brand was that it was born of two very genuine sentiments we had identified: the employees’ pride in ‘their’ company, and the fact that it could be all things to all people. Using actual employees as the face of Argos wherever possible, our solution was based on the simple (and almost infinitely adaptable) headline structure ‘My Argos is…’. Plus a commitment to stick to clear, concise messages that would drive traffic to the argoscareers.com website.

Results
A versatile, durable employer brand that was used across everything from ‘poacher’ cards and candidate packs to store recruitment ad templates, one-off campaigns targeting head office commercial and marketing candidates, and of course the careers website itself. As a visual brand - seen by everyone - it has helped to build up an instant recognition factor in the media and to present Argos as a professional yet very people-focused operation. As a recruitment message with substance behind it, it has helped make a difference not only to the quality and quantity of applications received but also to the positive feelings employees have about their company.

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Pages from  the My Argos recruitment adbook

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My Argos poaching card

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