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Make yourself at Homebase - recruitment advertising campaign

Homebase is evolving. Their growing emphasis on ‘Big Ticket’ categories like kitchens and bathrooms means their ideal manager isn’t someone who can talk for hours about power drills – it’s someone who can talk to people.

They want to attract more female store managers and they want applicants who can bring a range of experience, from retail sectors other than DIY. And so they need to reassure people that whatever their background, they’ll feel at home… make a success of themselves… (you can see where we’re going with this).

The line practically wrote itself. The execution would be critical. We had to get across the diversity of people, backgrounds and products in an inviting but - most importantly - authentic way. It was about people bringing their own personal style to the business, so we decided to see what some current Homebase people would make of it. We invited them to create self-portraits in collages of Homebase products, chatted to them about what it meant to them, videoed it and ran a digital advertising campaign on female friendly consumer websites such as the Daily Mail online and Mumsnet.

Early days. A positive vibe, internally, and changing perceptions externally. Watch this space. 

Make yourself at Homebase - by Jane


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