boohoo group is unlike many organisations. From its growth strategy and enviable sales in an incredibly competitive market to its iconic ambassador and affiliates marketing strategy, their business is driven by acquisition. Ever-evolving and changing, they take on new brands very quickly and utilise their agility to embed them into the business at speed while still being profitable. As it stands today, boohoo group is 13 brands and counting. Each has their own unique brand identity and client base. While the customer-facing brands have their own market segments, there is real unity behind how the group works, and so we needed to articulate this under a single Employer Brand. It needed to help drive the people agenda, reduce turnover and help potential candidates understand more what they can expect from a career with the Group.
Through a discovery programme, DNA got under the skin of what life at boohoo group is like and what employees can expect from being part of the boohoo family. Many retail brands fall under the media spotlight, and the boohoo group is definitely no exception. So, part of the research was to understand the preconceptions and where the truth lies. We needed to develop an Employer Brand that unified the brands and allowed for any new acquisitions.
While we were developing the EVP and Employer Brand, boohoo group’s people team had a complete change in leadership which impacted the concepts. We reviewed and refocused, creating an Employer Brand they can be proud of that’s fit for the future. Working at boohoo group may not be for everyone, but for those that will thrive, succeed and stay, this Employer Brand captures their ethos. It’s all about challenging preconceptions and making people think about a career with boohoo group. The speed, the autonomy, the creativity, the freedom – this concept brings the messages to life and shows how career-enhancing boohoo group can be.
Here's what our client had to say:
“DNA were a pleasure to work with and created a powerful Employer Brand and EVP we are incredibly proud to shout about. DNA’s thorough discovery phase meant the results were authentic, compelling, emotional and true to boohoo group and the message we want to share with talent to cut through in a hyper competitive market.”
Victoria Barber-Pearce, Talent Acquisition Project Manager
“DNA’s thorough discovery phase meant the results were authentic, compelling, emotional and true to boohoo group and the message we want to share with talent to cut through in a hyper competitive market.”
Victoria Barber-Pearce – Talent Acquisition Project Manager