Increasing Brand Awareness Through Social Media Communications
A Harrods case study

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Page 5: Recruitment

Harrods offers a range of career opportunities; from sales associate roles in the fashion and beauty departments or selling support roles which includes careers in marketing, buying, eCommerce, IT and finance. Harrods airport outlet stores in Heathrow and Gatwick also recruit staff that can provide the ‘Harrods experience’ for international travellers.

Harrods uses social media channels as a means of marketing and communicating its variety of career opportunities which includes internships, graduate schemes as well as work
placements. By using social media platforms as a means of recruitment, Harrods has increased the number of applications it receives and is able to attract high quality candidates. Through the use of different social channels for different audiences, Harrods is able to target its recruitment campaigns. For example, the Twitter content is directed towards graduates, school leaves and entry level candidates. Harrods also uses LinkedIn to reach a far broader scope of applicants from graduates through to senior professionals.

One particularly special career opportunity comes in the form of Harrods School Leavers Harrods 19 Image_3Programme, which was launched in 2012, and has been designed for 18 year old school leavers who want to take a different path to university. The programme lasts for 18 months and provides an ‘unrivalled understanding of retail, selling, and how to work in a professional environment, with all the essential tools to a fasttrack supervisory career within our luxury departments.’

Natalia Burke, Sales Manager for children’s-wear joined the company in 2010:

‘Harrods has given me a variety of opportunities to work on different aspects of my personal development, which has led to promotion from Sales Associate, to Supervisor to Sales Manager.’

Using social media as a recruitment tool has not been without its challenges. Harrods has traditionally been a self-sufficient company covering for example, its own alterations in house as well as its own cleaning staff, but being self-sufficient has resulted in many people not knowing what Harrods offers as an employer and the range of career and development opportunities available. Over the past 18 months Harrods has seen huge growth in its employer brand as a result of social media. From only a few tweets a day, the Harrods Careers team has been able to create an active multi-channel communication stream on which they provide a great service for candidates and job seekers

Harrods | Increasing Brand Awareness Through Social Media Communications