Dixons Carphone

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T H E  C H A L L E N G E

In 2014, the merger of Dixons Retail and the Carphone Warehouse Group saw the creation of a brand new name in the FTSE 100 – Dixons Carphone. Bringing together the talents of two different businesses, together with a host of different sub-brands and high street names, the company had a lot of challenges on its hands, and they came to us to form an incredible partnership.

What Dixons Carphone needed was an employer brand that would help them start to unite these disparate groups of colleagues (totally in excess of 40,000 colleagues). Working for Currys, PC World or Carphone Warehouse – employees didn’t necessarily see themselves as working for Dixons Carphone. Added to that, in light of recent instability in the industry, the brand needed to broadcast their confidence as a business, stable market leader, and inspire their colleagues to help them go further.


T H E  S O L U T I O N

Months of Research – with colleagues, with competitors, with potential candidates – helped us find the clear insight we needed. A rallying cry that would show what the company meant to its employees, and what they meant to the company: BRING YOUR PASSIONMAKE AMAZING HAPPEN.

Backing that powerful overarching statement, we created four emotional drivers – pillars that showed what made the company stand out, and how everyone could contribute now and in the future: LOVE WHAT YOU DO, BE AHEAD OF THE GAME, EXPLORE THE EXTRAORDINARY, FEEL TOTALLY CONNECTED. Each of these drivers are supported by a narrative that makes it clear what Dixons Carphone offers their employees but just as importantly, what they expect in return.

We brought together colleagues from across brands and across the UK and Ireland, and their passion helped us create energetic visual identity – inspired by the EVP – which would convey the talent and drive across the company. Involved at every stage, the colleagues helped bring their new Employer Brand to life.


Once we’d defined the EVP that would inspire and drive this resilient team, it was time to put it into practice and activate across multiple employee and candidate touch points. From a brand new responsive Careers Website and Recruitment Materials, Social & Content marketing strategy to L&D Platform, to a Store Managers’ Toolkit and cheeky Experienced Hire Attraction Campaigns and, most recently, a Graduate Attraction and Brand Awareness Campaign to promote the brand new Dixons Carphone graduate scheme, including an addictive HTML game.



T H E  R E S U L T S

The new EVP was launched in early in 2015 and we’ve already seen incredible results from our efforts, successfully building understanding of an employer brand that unites and inspires their talent as well as driving better business performance:

Annual PBT – 17% increase over last year. Revenues – 5% up for full year. Dixons Carphone won Retail Weeks ‘Retailer of the Year’ in 2016.

T H E  W E B S I T E (correct as of Jan 2017)

1,299,941 visits – an 65.46% increase since launch
4.6 million page views – an 82% increase since launch
– 31.92% bounce rate, excluding aggregator traffic
– 3.5 pages viewed per visit (9.77% increase)
– 31% of all visits come from mobile (vs. 28.86% before launch)
28.17% of the visits ended in a job search (vs.14.61% before launch)
– Google organic traffic increased by 84.78%, with 66% of visits ending in a job search

S T O R E  M A N A G E R S’  R E C R U I T M E N T  T O O L K I T (correct as of Jan 2017)

– 2,500 toolkits were delivered to store managers at 1,500 stores nationwide
– Since Feb 2016, 6887 new hires have been hired using this toolkit

C A M P A I G N S (correct as of Jan 2017)

Every campaign we have run for Dixons Carphone, whether integrated in approach or rolled out only through social media, have been a huge success.

– More than 30,000 visits to the careers site have been delivered by campaign content on social media
– More than 20,000 job applications or registrations have been made as a result of campaign content on social media
– Almost 1000 hires have been made as a result of campaign content on social media

O N G O I N G  S O C I A L  M E D I A  A C T I V I T Y (correct as of Jan 2017)

72,698 total visits to the careers site via social media
– Since the launch of the integrated strategy, social media represents 5.55% of all visits vs. 3.05% before launch
15.78% job search conversion rate on careers site from social media
– 13.87% visitors from social media clicked on apply
279 applications and 21 hires from social media, excluding campaign content
– 7.53% application to hire rate for social media

All 42,000 employees are now directed to the newly branded e-learning platform, and all the communications they received are branded in line with the EVP – as is the careers website integrated ATS that candidates engage with.

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