Case Study: Sainsbury’s transforms retail management and boosts hiring with PeopleScout

Sainsbury’s transforming a traditional retail role with recruitment marketing

Sainsbury’s, a major UK grocer, partnered with PeopleScout to overcome a significant recruitment challenge. The company needed to hire 2,400 Customer & Trading Managers, a newly created leadership role, within six months. This required completely reimagining the public perception of retail management, which was seen as transactional and unattractive, and introducing this new employment proposition to the market.

PeopleScout developed a highly authentic, video-led campaign with the core message "Leading Starts Here" to target potential leaders from both inside and outside the retail sector. The solution utilized a blended media approach across active and passive channels, including targeted social media, job boards, and in-store materials. The campaign was a major success for PeopleScout and Sainsbury’s, generating over 19,000 applications in 12 weeks and leading to 4,500 hires at an attraction cost of just £71 per hire. The core film was played over 460,000 times and nearly one million people engaged with the brand.

Sainsbury’s