Join the Retail Revolution

Dorothy House have 27 high street shops across the South West, selling pre-loved items which provide a large part of the charity’s income. Finding it difficult to fill their shop manager vacancies, they required a bold and disruptive recruitment campaign to attract the right kind of people, guided by the ‘add life to days‘ Employee Value Proposition we’d previously created.

We took a wider view, looking at the rise of recommerce and the need for more sustainable shopping, and how our ideal audience is looking for a career with more social responsibility than traditional retail offers. This led to an overarching campaign for their retail recruitment to run throughout the year, inviting potential employees to ‘Join the Retail Revolution’ with manifesto-style shop window posters and social posts, which have the secondary effect of educating shoppers to do the same.

The various colours used for ‘Join the Retail Revolution’ represent the different origins of the stock, unified with store signage-style typography reflecting how it’s all brought together coherently. The emotive call to action further offers a sense of purpose, angled to convey a sense of disruption and catch the eye.

Under the overarching campaign, as job vacancies arise, the role-specific ads and window posters have a shorter lifespan so are bolder and more visually disruptive to quickly capture attention.

The headline structure conveys the main motivating message for each role in a way that connects emotionally with the audience, with the ‘feeling’ visualised in the expression of the face behind. The eye-catching dynamic angle of the headline itself is bold and disruptive, and is its own call to action.

Quirky studio portraits against bright backgrounds engage and catch attention with a sense of energy, vibrancy and enthusiasm – characteristics of the ideal candidates we‘re looking for.

The images reflect Dorothy House’s equality, diversity and inclusivity principles. And all reflect the joyous feeling of working with Dorothy House and the sense of purpose that comes with joining the Retail Revolution.

“We were after a new, disruptive campaign which encouraged the right types of applicants to apply, even if they previously might not have considered a role in one of our shops, and Superstar delivered just that. Since the campaign has gone live, we have successfully filled our tricky roles with high quality candidates. We are absolutely delighted with the results.”

Rhiannon Eveleigh​
Head of Communications
Dorothy House