Employee ยท Employee research
Modernising Employer Brand Positioning for Screwfix
Month-long
community
Thirtythree
partner
Trade
audience
The challenge
Attracting top talent through authentic industry insights
In 2018, Screwfix partnered with the agency Thirtythree to refresh their employee brand and better position themselves in a highly competitive recruitment market.
To ensure their new communications campaign resonated with trade professionals, they needed a deep understanding of the motivations, expectations, and daily lived experiences of workers across the sector.
Project context
- Industry Retail, trade
- Solution Employee research
- Partner Thirtythree
- Format Month-long community
- Methods Experience sharing, expectation mapping
The approach
A four-week immersive community deep-dive
We launched a flexible, month-long online research programme on our platform to capture the reality of life in the trade.
Holistic motivators
We invited industry professionals to share their experiences of working at Screwfix and other trade companies to identify core motivators.
Expectation mapping
The research explored the specific needs and desires of workers, providing a 360-degree view of what talent actually wants from an employer.
Campaign optimisation
These insights allowed Thirtythree to optimise the impact of their campaign development before launch.
The result
A more authentic employer brand
The project resulted in a highly effective campaign that successfully aligned Screwfix's messaging with the genuine drivers of the trade industry. By using digital ethnography to get to know their audience properly, Screwfix was able to attract top-tier talent through more resonant and authentic brand positioning.
Ready to see incling in action?
Talk to the team about your research challenge and we will show you what is possible.