Superdry

The Brief

A digital transformation programme means hiring, usually a great deal of it and usually at pace. Superdry’s internal talent acquisition team had a significant campaign ahead of them, bringing in the technology and digital people who would deliver the programme.

That presents an interesting challenge for a business famous for fashion. Superdry is a household name, so awareness was never the issue. The real question was whether a senior engineer or a digital product specialist would see Superdry as the place to build the next stage of their career, when their instinct might be to look at technology companies first.

So the brief came down to persuasion. The team needed employer brand collateral that spoke to a technical audience with real credibility, carried the Superdry brand properly, and gave candidates a clear picture of the transformation they would be joining and the part they would play in it.

Our Actions

The result was a series of employer brand brochures built for the campaign. Each one had to do two things at the same time: look and feel unmistakably like Superdry, and speak in a way that lands with digital and technology professionals. Getting that balance right is most of the work in employer brand, and it is what makes a candidate read all the way to the end.

The brochures gave the talent team something substantial to put in front of candidates at every stage, from a first approach through to the moment someone is weighing up an offer. They set out the transformation programme, what Superdry was building and why it was an interesting place for a technologist to spend the next few years.

For a campaign hiring at volume, having that material ready and consistent makes every single conversation easier.

Our Results

Superdry’s talent team went into a demanding campaign with employer brand material that did its job: on brand, credible with a technical audience, and clear about the opportunity on offer.

Every recruiter and hiring manager had the same well-made material to work from, and candidates got a coherent picture of Superdry as a technology employer at every stage of the process.

It is a focused piece of work, and a good example of how Halt supports internal talent teams.