Bernard Hodes campaign draws pharmacists to Tesco

Research played a key part in a successful recruitment campaign for Tesco
Pharmacy by resourcing specialist Bernard Hodes Group.

The advertising campaign scooped three trophies at this year’s Recruitment
Advertising Awards and has increased job applications while raising Tesco
Pharmacy’s profile in a tough recruitment market.

It is the latest in a series of campaigns which began in 1996 and which have
won nine RAD or CIPD awards and nominations for Tesco and Bernard Hodes Group.

The research into pharmacists’ career choices and their perceptions of Tesco
as an employer revealed concerns that they would not be able to provide the same
level of customer service as a high street pharmacy.

"Our response was to develop an approach that would dispel the myths
and sell the advantages – such as funded training, support and flexible hours,
" said Neil Atkinson, a communications consultant who worked on the
campaign at Bernard Hodes.

Carol Trower, Tesco Pharmacy’s recruitment and training manager, said the
strategy is unique. "It’s a particularly tough market where creativity and
originality are the best ways of getting your message across."

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