High Street Retailer Transforms Tech Talent Perceptions

Business challenge

A well-known high street FMCG was struggling to attract top global tech talent. Despite its scale and innovation, it was still widely perceived as ‘just a retailer’ rather than a tech-forward employer. With 576 specialist roles to fill across the UK, Central Europe, and India, the company needed to reposition itself in the eyes of technologists.

Our solution

We worked with this client to develop a new global Employer Value Proposition (EVP) to shift perceptions from ‘retail supported by tech’ to ‘tech company in retail.’ The EVP aimed to:

• Build emotional connection with tech talent
• Showcase the company’s innovation and impact
• Reflect a culture of openness, creativity, and belonging
• Work across multiple markets and specialisms

The strategy was grounded in deep research: internal interviews, competitor benchmarking, brand perception studies, and market analysis. Insights revealed that tech professionals seek purpose, challenge, and recognition, all areas where the company had strong, untold stories.

Execution

We developed a creative platform which positioned tech employees as central to the company’s future. It was brought to life through:

• Storytelling: Over 28 employee stories from across regions were turned into blogs and social content
• Visual identity: A blend of tech-inspired design and warm, empowering tone
• Channel strategy: Persona-driven targeting across platforms where tech communities thrive
• Localisation: Tailored messaging and local voices in each market

The EVP was also embedded internally through events like the annual Hackathon, where the theme and branding reinforced the message that every tech colleague is shaping the company’s future.

Results

• A globally consistent yet locally resonant EVP
• Strong internal and external engagement
• Elevated the company’s reputation as a tech employer
• Created a sense of pride and purpose among tech teams

In numbers:

• Target hires = 576, Actual hires = 703

Website views +2,347% Average time on website +83% Female website users +1,410%

*3-month period post launch, compared with previous 3-month period.

Conclusion

By leaning into its culture, storytelling, and employee voices, this FMCG successfully redefined its tech employer brand, proving that even in a crowded market, authenticity and insight win.