Modernising Employer Brand Positioning for Screwfix

Month-long

community

Thirtythree

partner

Trade

audience

Month-long

community

Thirtythree

partner

Trade

audience

The challenge

Attracting top talent through authentic industry insights

In 2018, Screwfix partnered with the agency Thirtythree to refresh their employee brand and better position themselves in a highly competitive recruitment market. To ensure their new communications campaign resonated with trade professionals, they needed a deep understanding of the motivations, expectations, and daily lived experiences of workers across the sector.

Industry

Retail, trade

Solution

Employee research

Partner

Thirtythree

Format

Month-long community

Methods

Experience sharing, expectation mapping

The approach

A four-week immersive community deep-dive

We launched a flexible, month-long online research programme on our platform to capture the reality of life in the trade.

Holistic motivators

We invited industry professionals to share their experiences of working at Screwfix and other trade companies to identify core motivators.

Expectation mapping

The research explored the specific needs and desires of workers, providing a 360-degree view of what talent actually wants from an employer.

Campaign optimisation

These insights allowed Thirtythree to optimise the impact of their campaign development before launch.

The result

A more authentic employer brand

The project resulted in a highly effective campaign that successfully aligned Screwfix's messaging with the genuine drivers of the trade industry. By using digital ethnography to get to know their audience properly, Screwfix was able to attract top-tier talent through more resonant and authentic brand positioning.