About the campaign

Screwfix’s consumer brand had recently had an overhaul, and ThirtyThree was tasked to give its employer brand a makeover. The consumer brand, ‘The choice of champions’, celebrated the craft and commitment of the tradespeople who rely on the retailer to support their business.

‘Make more of yourself’ was Screwfix’s existing employer brand strapline and this was retained. The new employer brand needed to celebrate the people who make the company what it is – their skills, achievements and personalities. One of the qualities that kept surfacing during interviews was confidence – people felt trusted to get on with their job and supported to reach their career goals. The result was a series of bold photo-based ads with slogans such as ‘Bossing it’ and ‘Master of his craft’, featuring real employees.

The ads represented the welcoming and inclusive culture and appeared in-store, on social platforms and online. The careers site was also refreshed, and ThirtyThree created a film featuring the employee ‘stars’ to reinforce the message. The number of started applications increased significantly over the initial two months of the campaign.