Krispy Kreme to tempt recruits with doughnuts

Krispy Kreme will use its doughnuts to entice new recruits when the company opens two new stores next year, the HR chief has revealed.

The doughnut retailer will create 150 new jobs in 2010 by opening a new store in Bristol and another at an unconfirmed site. Head of HR Steve Gill told Personnel Today the firm planned to merge doughnut sampling and recruitment campaigns to ensure recruitment was closely linked to the brand, and to attract the best talent.

Last weekend 600 people attended a Krispy Kreme recruitment campaign to apply for just 11 vacancies at a new kiosk being opened in Waterloo, London, in September.

Gill told Personnel Today: “We want to keep this momentum going. It’s time for us to get more creative with how we recruit to ensure we get people with passion and motivation.

“One thing we are looking at for our next recruitment campaign is putting an edible text number on the doughnuts so people can associate our brand with the career opportunities available.”

Krispy Kreme also plans to use networking sites such as Second Life to promote new opportunities to potential generation Y employees.

A new leadership programme will launch in two weeks’ time, initially to train 24 managers to inspire and motivate staff. The leaders will be set a series of 90-day challenges to encourage them to improve leadership in their own region.

“This programme will help to grow the brand and protect it as the business expands, while helping us to retain our best talent,” Gill said.

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