Becoming an employer of choice

Business challenge

Owned by A.S. Watson Limited, an international retail and manufacturing business with operations in 24 markets worldwide, Superdrug is the UK’s second-largest beauty and health retailer, currently operating over 800 stores. With low staff retention levels and difficulties attracting the right talent, Superdrug needed to differentiate itself from the competition and build employer brand awareness, positioning itself as an employer of choice.


Solutions delivered

Following extensive research, dragonfish created a powerful and relevant new employer brand, tailored to different audience segments and designed to perfectly articulate Superdrug’s employee value proposition. Stimulating growth, while supporting the achievement of strategic goals, this consisted of:

  • Creative articulation of their employer brand
  • Employer brand book
  • Recruitment and event toolkits
  • Internal communications
  • Careers website


Client testimonial

“Following thorough research across our business, dragonfish have done a fantastic job of capturing the drivers behind why our colleagues work for us and helped us understand how to market this externally. The senior team is excited and engaged by the employer brand and the work done so far.”

Jenna Mckewan, Senior Resourcing Manager

If you’d like to understand this project or our approach in more detail,
email or call 02380 828 505 and ask for Rich Webley
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New South Wales
NSW 2010
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