ALDI market research

Attracting high
quality candidates

  • Understand motivators
  • Overcome barriers
  • Elevate ALDI’s employer brand
  • Enhance employee strategies

Recruitment strategy insights built out of market research

In line with many in the recruitment space and in particular the retail industry, ALDI was experiencing challenges in obtaining enough candidates for their store roles.

Closed borders caused by COVID, and tighter employment markets in general, drove the need to understand ALDI’s employee market more thoroughly. ALDI required market research to determine and evaluate the scale of this challenge.

While not a unique challenge to ALDI as an employer, recruitment challenges were exacerbated by the fact that ALDI is one of the fastest growing grocery brands in Australia and frequently promotes from within – both of which increase the necessity for rigorous recruitment.

  • Brand research
  • Concept testing (job ad key messages)

A deep dive into the employer brand

ALDI was keen to effectively face this recruitment challenge by understanding how it could attract a larger pool of high-quality candidates. They sought assistance to conduct market research, identifying attitudes and behaviours amongst jobseekers. These insights assist in optimising recruitment efforts and tactics to compete more effectively against other employment options.

Our approach included external quantitative research, using an online survey of 1000 relevant jobseekers to determine the existing view of the brand as an employer along with their appetite or perceived barriers in terms of working within ALDI stores. 

The answers to optimise recruitment strategies

By researching the brand perceptions amongst relevant jobseeker audiences, we were able to identify the top 5 job characteristics sought by ALDI considerers, any areas of employer distinction that could be leveraged more effectively and changes in tonality which would help optimise recruitment messaging.

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