Despite offering the highest published graduate starting salaries in the UK, discount supermarket titan Aldi found itself struggling to attract the top university talent. Aldi teamed up with HR expert Penna to build a new employer brand from scratch — one that wouldn’t just increase the calibre of applicants, but openly advertise the hardworking, no-frills efficiency required for successful candidates. Aldi’s first step was to revitalise its graduate website, adding rich, engaging and interactive content that would capture the imagination of browsers. Quizzes featured heavily, allowing applicants to ‘self-screen’, funnelling the best of the best toward their new career. Aldi and Penna carefully managed the selection process, ensuring graduates were prepared for the rigorous process ahead. The partnership also developed a training video to help the staff recruiting new area managers to wholeheartedly promote Aldi’s values. With graduate applications up 150% on the previous year, it’s clear the campaign, described by our judges as, “Comprehensive and excellent,” was a success.