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Home Retail Group

Milton Keynes relocation - recruitment advertising

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Challenge
Home Retail Group were after top retail professionals to join them at their head offices in Milton Keynes, both in the Group functions and for roles focused on either Argos or Homebase. Doing so meant not only making a move to the area sound attractive but also – given that most people are far more familiar with their brands than the company behind them – introducing themselves as a group and selling the sheer scope that they could offer career-minded individuals. 

Solution
We put together a media strategy to target retail professionals from competitors’ head offices around the UK. London papers – including property pages and an editorial piece – were used to plant the idea of the relocation, particularly for those people whose children might be reaching school age. Meanwhile, advertising in Retail Week captured the thrill of new possibilities, with user-friendly QR codes on the live vacancies and copy that stressed that this was an opportunity to improve both quality of life and quality of career, simultaneously.

Results
Home Retail Group loved the look and the feel of the advertising, not least because it fused the corporate and the conceptual so seamlessly (that half-open box is their actual logo, after all). The fact that there was a robust and versatile strategy underpinning the work helped too. Vacancies filled. High-calibre people relocated. HRG’s profile as an employer of choice raised. Milton Keynes’ future as a business hub secured (well, that last one might not have been all our own doing).

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Retail Week

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Advertorial - The Metro

 

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