‘Let’s take it on’ is designed to capture the progressive attitude Next has as a retail business and employer, as well as the dynamic attitude it expects of employees. In 2023, the company extended the employer brand to its early talent audience, showing that Next is an omni-channel retailer with an international footprint, selling a range of brands. It shared the ‘Take On 2023’ messaging on social, film and in-person graduate and STEM events.

One challenge is overcoming candidates’ concerns about the fact Next HQ is in Leicester, particularly when a Gen Z audience is set on working in tech, fashion or marketing hot spots. However, Next can offer a 19-bedroom home that houses early talent in their first year at the company, designed specifically for new trainees with everything they could need in a house. ‘Take On the Next Home’, in conjunction with real estate platform Matterport, offers them a virtual guided tour through the house, creating a fully immersive experience.

As well as showcasing Next products, each room highlights employees’ stories, experiences and benefits at the company. They can learn about the different early talent programmes, with each room dedicated to a work area such as design, digital and merchandising. There are day-in-the-life videos, challenges and games alongside the tour. The experience was promoted through digital and social channels and became a centre piece at recruitment events. Next attended multiple university fairs, generating thousands of sign-ups and a strong pool of candidates.