Dixons Carphone is well-known for its technology, and for making lots of customers happy. Less well known is what it offers candidates: particularly, a one-big-family culture, and a shared passion for technology. Approached to bring that story to life, we helped DC to develop a new EVP: ‘Tech lovers unite’, and with it, a reimagined employer brand campaign.
My role in this project was to art direct a two week long photoshoot at some of DCs main offices. Head office, warehouses, retail and airport spaces. The images needed to feel warm, human, real, with personality, fun, a sense of humour, energy and pride. The images had to be real, unvarnished, natural images. Light, airy and have a UGC feel to them, as if taken on a smart phone. The images could not be manufactured or staged, they had to be real examples of life at DC that people can relate to, and want to be a part of.
I was also responsible in overseeing the creative development of DC’s multiple-channel approach to recruitment, which saw the brand rolled out across digital banner advertising, emails, job postings hosted on careers sites, and organic social media.
The new employer brand we developed helps DC feel more personally relevant and emotionally engaging for prospective talent. It’s telling and showing stories that haven’t always been at the forefront of its recruitment activities, and it’s doing so in a dynamic new voice.
And it’s working:
Since launch on September 7th until December 4th this year, we’ve achieved 179,842 applications via the new-look website, from 720,545 page views
This amounts to an increase of more than 16,000 applications versus the previous year, and a conversion rate of 63.4%
For comparison, the careers website average is 8 to 10% and the DC website achieved a conversion of 49.6% in the same period, the previous year.
Social has performed brilliantly in terms of relevance score (9s and 10s) meaning targeting and creative was well conceived.
Facebook and Instagram achieved 1,483,350 views and impressions across key campaigns
The new creative has helped to reduce recruitment cost for call centre colleagues by 50%
Our social campaign for hard-to-fill e-commerce roles achieved 645 applications for 41 vacancies
