Case Study: Pets at Home builds a distinctive employer brand with We Are DNA

Pets At Home launches a new employer brand in 7 stages with We Are DNA

Pets at Home, a major pet retailer, faced the challenge of attracting employees who could thrive in a fast-changing omnichannel environment and deliver exceptional customer experiences, all while meeting ambitious business targets. They partnered with We Are DNA to develop an authentic employer brand and Employee Value Proposition (EVP) that would convey their unique sense of purpose and appeal to the right talent.

We Are DNA utilized their proprietary 'DNA Way' process, conducting extensive research through data reviews and focus groups to build a knowledge-based strategy. The solution was the new employer brand "A different breed. And then some," which was rolled out across all attraction materials and a new careers site. This provided Pets at Home with a crucial platform to underpin their unique employment experience internally and externally.

Pets At Home