Woolworths Case Study

Case Study:
Digital Marketing Learnership

Woolworths and Red & Yellow

woolies

Engagements: 39 762

Applications: 2 456

Shortlisted: 11

Interviewed: 6

Hired: 2

Turn around time: 9 days

About Woolworths

Woolworths is an established and well-recognized brand in the retail space. The organization’s history spans right far back as 1879 where it pioneered brick-and-mortar retailers going global.

The Situation

The Woolworths Marketing division knew that their strict criteria would make the search difficult. As a result, they approached The Knowledge Trust towards the end of 2020 to brief them of the campaign that would take place at the beginning of the year. We believe in leveraging the power of a unified network and community. Our community made the challenge of finding 2 ideal candidates in 9 days a fair opponent for The Knowledge Trust team.

The Task

The candidate brief was as follows: 
  • Number of candidates: 2
  • Location: Western Cape
  • Qualification: At least a Matric & a post-matric qualification
  • Screening criteria: High Academic achiever and must have a passion for retail and digital markerting 
  • Age: 18 – 34
  • Ethnicity: African
  • Employment status: Currently unemployed and not studying
  • Growth mindset: At least 80%
  • Numeracy Test: At least 75%
  • Advertising screening questionnaire: 100%
  • Professional communication: 80%
  • Available for interviews: Within 7 days
  • Available to start: 1 March 2021
  • Stipend: R4500

The Action

At this point, The Knowledge Trust had grown to just over 150 000 members with engagement at its highest level. As soon as our team received the green light from the client, it was all systems go and the campaign strategy was as follows:

  1. Access the existing community via the weekly Wednesday and Saturday newsletter which our members interact with regularly, as well as social media.
  2. Access our Talent Partner network located in the Western Cape
  3. Utilize our Bounty Hunter Referral program.

Partners who helped us

woolies

Engagements: 39 762

Applications: 2 456

Shortlisted: 11

Interviewed: 6

Hired: 2

Turn around time: 9 days

The Results

The scurry to find the needle in a haystack was thorough and as usual for The Knowledge Trust, quick. The campaign for the Digital Marketing learnership resulted in 39 762 opportunity views, 2 456 completed applications, and 11 shortlisted candidates. The Woolworths team had asked for 10 candidates but we had found such an amazing group that we could not just give them 10, we had to give them 11! Of the 11, only 6 would go to interviews. The team read all the candidate’s motivation letters to find the six cream of the crop. The two candidates have now started on a path to a career in digital retail through the Woolworths Digital Marketing Learnership. An opportunity that would have otherwise not been possible without The Knowledge Trust.
Free Job Listings for Youth Month