Fat
Face stores and their head office are bright, lively and colourful places. For
the people that work there, it’s more than a job. It’s a reflection of their
lifestyle and attitude. It was up to us to turn this into an employer brand and
align it with their core values – the Fattitudes - so that it engaged with
current and future employees. We were also tasked with creating a recruitment
strategy which replaced traditional methods with an approach and selection
criteria that focused on attitude, ethos, lifestyle and personality.
Solution
What
began with staff workshops sprang to life in the form of a
Fattitude Book, a unique new approach to crew assessments, cheeky poaching
cards and recruitment posters, a brand new induction pack and a retail
selection toolkit. All of which, feeds into a new 3D flash website. Supporting
this is a 3 month recruitment media strategy that utilises search engine
marketing and social media. Everything we created for the Fat Face HR/ People
brand is born out of their people and their values; what they love, what they
don’t love quite so much and the things they each have in common. When you
understand your employees as clearly as Fat Face do, then you can really do
something amazing.
Result
Just one month after launch the new website had received over 27,000 visitors with the Fat Face recruitment team reporting a 35% increase in direct applications!
