Sobeys Talent Attraction Campaign
Sobeys (Canada’s second largest grocer – with over 125,000 employees, and multiple banners) driven by its central Purpose: a Family Nurturing Families. When COVID-19 hit, the company was confronted with dramatically increased demand in their stores and logistics divisions – together with the challenge of maintaining support for each of their local communities while ensuring the health and safety of all.
This required the need to quickly hire many more people for their stores and throughout the supply chain. Nexus worked closely with the HR Team to execute an integrated campaign focused on paid social advertising, owned-social, career site updates, strategic partnerships, in-store creative, employee referral programs, and talent community management focusing on Drivers, Warehouse teams and Store Associates for locations across Canada and for the majority of the organization’s banners.
The efforts resulted in a rapid and healthy influx of qualified people, with a full pipeline of interested applicants enthusiastic about joining their team. Many field teams saw time-to-fill drop sharply, a boost of tens of thousands of applicants across the network during the campaign, and complete achievement of all campaign objectives in every market. The campaign also helped set the gold standard for future digitally-enabled talent attraction efforts across the company.