Digital / Comet

Recruiting a diverse workforce

The beginning

Comet were looking to encourage a more diverse workforce to better reflect their customer base – in particular they were interested in engaging women over the age of 25. A key part of their digital recruitment strategy involved building a new website that would overturn any negative perceptions about working for Comet and use Comet’s brand positioning of ‘we live electricals’ to help achieve this.

The middle

The creative solution we developed was based on the idea that many people do not think of themselves as particularly technically-minded, but in fact they’re almost certainly handier with electricals than they think.

On the website we featured products that Comet sell and animated them on screen. These sat alongside video profiles of Comet staff at home, using electrical products as part of their daily routine – whether it be a washing machine or a PC. This acted to remind candidates just how many electrical products they already use and know about. Plus, it reinforced the idea that by working for Comet, they’d be bringing the products to life for their customers.

The site also features an interactive quiz, which emphasises the importance of good customer service skills and helps visitors decide whether a career with Comet is right for them.

The end

The website was launched to coincide with Comet’s Christmas recruitment scheme and was a great success. They not only filled all their Christmas vacancies, but were also able to build a candidate pipeline to help them meet their ongoing recruitment needs.