Case study: DocuMarketing at House of Fraser
Department store group maximises recruitment budgets
The UK retail industry employed 2.8m people, at the end of March 2004, equating to 1 in 9, or 11 per cent, of the total UK workforce.
[i][/i]Over the last five years, employment in retailing has grown by 230,500. These figures mean that there is fierce competition among retailers to attract the highest calibre of staff to service the increasingly demanding and sophisticated shopper. Recruitment collateral must reflect the retailer’s commitment to getting and keeping the best employees while ensuring this is within budget. At House of Fraser the importance of conveying the correct image to its customers and potential employees has always been paramount, and this was reflected in the budget allocation for recruitment advertising. Through Documedia’s long standing relationship with House of Fraser as a print consultant and supplier, the company had a good insight into its human resource requirements. Documedia worked with House of Fraser on developing an online solution for recruitment advertising through its [i]DocuMarketing [/i]technology. This is a flexible and innovative tool that enables end users to create and manage their own customised and localised print requirements. This internet platform is tailored so that any of the House of Fraser approved users can create a wide range of recruitment collateral from banners to adverts. They can select from a wide range of images and job descriptions to suit their needs and can further customise for specific campaigns such as Christmas temporary staff and new store openings. The system ensures that only the elements that need to change can be changed ensuring corporate guidelines, brand and employment legislation is in no way compromised. Further benefits are also derived from the system: [L]On line solution enabling localised recruitment campaign creation and management.[/L] [L]On line flexibility enabling immediate creation and approval of PDF files without third party intervention[/L] [L]Response to local recruitment needs dramatically speeded up[/L] [L]Cost of recruitment dramatically reduced through the process of eliminating artwork and proofing costs[/L] [L]Reduction in overall print spends by eliminating obsolete non-specific print[/L] [L]Elimination of maverick print generated by stores[/L] [L]Enables control of localised media buying and resultant cost savings[/L] [L]Full audit trail through on line reporting process enabling traffic and budget control[/L] [L]Bespoke reporting for different levels of access and confidentiality[/L] [img r]hofad3.jpg[/img]House of Fraser has now fully implemented [i]DocuMarketing [/i]throughout its chain of stores, with this dynamic tool enabling the retailer to better face its future recruitment needs.
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