There is a huge shortage of HGV drivers in the UK, and almost half of this workforce is over 50. Currys needed to attract a new generation of drivers from all over the country to deliver products and great service to its customers. Furthermore, it needed to retain its existing driver community, being honest with workers and potential recruits about the physicality of the job and allowing those who think it might not be for them to deselect from the process earlier on.

With a small budget and a mobile audience, a ‘dashcam’ story was the best option to encourage potential candidates to consider a career as a driver. Tonic Agency worked with OME to create a campaign that was distinctive but also realistic. It used in-cab cameras to record conversations and capture the fun of being a driver, out on the road as a team. It discovered eight authentic voices that could capture a range of content that could feed into one hero film and smaller pieces of content for use across multiple channels. In addition, Currys opted for paid media near distribution areas in Thetford, Snodland and Bristol, with application booster banners on CV-Library to help increase engagement. Prime real estate in-store was used to push out opportunities via posters, poaching cards and banners.

OME supported Tonic with job title expansions that would project Currys to the top of candidate searches, attracting a high proportion of the overall applications that were ultimately submitted.
The campaign overall attracted interest from across the country, hitting targets for the number of quality hires despite a tough market. “By presenting the reality of the role, we were able to provide candidates with an honest picture of what the job entailed,” said Amy Bell, lead talent acquisition partner at Currys.