Facing its most significant surge in job openings in over two decades, Primark confronted the challenge head-on, orchestrating a data-driven, cost-effective employer brand and activation strategy that transformed it into a magnet for retail superstars.

Tasked with navigating through a maze of inconsistent brand messaging, the team embarked on a journey of discovery, immersing themselves in the heartbeat of Primark’s retail global operations. From buzzing stores across diverse markets to senior management, they absorbed the essence of Primark’s culture to create an authentic and resonant employer brand for their retail population.

In a carefully crafted four-phase approach, the team breathed life into the brand: discovery (via surveys, interviews, and focus groups); expression (weaving the brand message into authentic stories, dynamic videography, captivating photography, and social UGC); implementation (armed with a brand book, toolkit, training modules, cutting-edge ad-tech, and social prowess); and measurement (defining and applying metrics). Externally, they unleashed a visually stunning employer brand hero video, a multilingual landing page, revamped recruitment centres, and a series of integrated retail campaigns that echoed across both core and emerging markets.

The heart of the brand proposition, ‘Retail Our Way,’ emerged as the core framework, declaring that a career at Primark is an unparalleled experience in the industry. Supported by five pillars, this concept materialised in a series of riveting content shared under the #lifeatprimark hashtag, transforming Primark colleagues into passionate brand ambassadors. Comprehensive training cascaded through the ranks, ensuring every communication resonated with the newfound brand identity.

The impact reverberated across the business, not just in cultural revitalisation but also in savings of hundreds of thousands of pounds as the team harnessed internal assets and optimisable programmatic advertising to pinpoint the right talent from the start.

Primark’s retail employer brand now stands tall, a bright light attracting the best in the industry and leading the way for their ambitious expansion plans.