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AG Barr is a UK-based branded consumer goods business known for IRN-BRU, Rubicon and other soft drinks. They are a Scottish business that has been around for over 140 years, and are included on the FTSE 250, operating across the UK and internationally. AG Barr creates nostalgic fizzy drinks that taste great, so they needed a dedicated and hard working team behind the brand in order to grow and drive forward their portfolio.
Employing around 1,000 people across 10 UK locations, AG Barr’s head office is based in Cumbernauld, Scotland. As a business, they have a focus on sustainability and actively work to minimise their environmental impact.
When AG Barr was looking to hire multiple Warehouse Operatives, they needed to attract talent that reflected their values. Not only that, but they wanted a team that truly believed in the brand, and felt appreciated as a valuable part of the AG Barr team.
Attracting those that fit the requirements for AG Barr was no small feat. The company has a long-standing reputation of listening to consumers, and building customer relationships that last. Therefore, it’s essential that anyone hired understood this, and protected the 140-year old brand legacy.
AG Barr realised they needed support from a highly-connected recruitment partner that understood the need for an enticing yet concise recruitment campaign, and the business was willing to invest if it meant the opportunity to grow their teams with the right people.
It was time for a call to Search Industrial.
Search Industrial knew that candidate quality was a key factor for AG Barr. They were looking for skilled, loyal and committed people, but had often struggled to find long term, hard workers, particularly in the warehouse.
Search Industrial knew it was important to look at the recruitment model itself and strip it back to basics. It took the streamlining of processes and a revamp of the candidate experience to put together a recruitment campaign that truly reflected the quirky-yet-established brand.
First off, Search Industrial invested time in understanding their wants and needs. They met with the Distribution Manager to find out what a great candidate would need in terms of skills and values, and found out more about the wider business. This proved to be crucial in ensuring AG Barr were happy with the quality of candidates put forward.
“AG Barr knew exactly what they wanted, and were keen on attracting a certain calibre of candidate. It was important that candidates were aligned to the AG Barr brand values and were looking to settle in the business for the long term. Recruitment really is about adapting to the specific needs of your client, and this was one way to ensure that they were satisfied with the candidates we selected, right from the very beginning.” said Tracy Mcintyre, Business Director, Search Industrial.
Once the candidates were nominated and prepped for the interview process, it was time to start giving them a feel for the environment and introduce them to the employee benefits at AG Barr.
“One of the best things for me about this recruitment campaign was that it was very candidate focused. We drew up a long list of benefits around working for AG Barr, and as a business they have so much to shout about.
From free IRN-BRU in the canteen to opportunities for a permanent living-wage job in just 12-weeks, there are many benefits to working for them, and we aimed to highlight these to all top-tier candidates. We wanted them to feel valued, and not just a number, as is so common in some recruitment processes,” said Tracy Mcintyre.
AG Barr continually invest in and develop their employees and their competitive salary and benefits package is very compelling, however this wasn’t necessarily coming across to candidates. Changing this aspect of the process was key.
All candidates were given a feel for the brand and a tour of the warehouse as part of the recruitment process. This was known as the ‘Taste of Barr’, which reflected the experience of working for the business. They were shown around the large warehouse and distribution areas, and told all about the benefits of working for this global company.
The interview process was also revamped with a more branded feel, with an emphasis on core values and company culture.
“It’s important for a recruiter to be involved at all stages of the recruitment process, so Search Industrial supported AG Barr from the initial advertising campaign to the recruitment & selection process through to placing the candidate and beyond,” said Tracy Mcintyre.
As a result of this campaign, AG Barr managed to attract all of the long term candidates they needed and continue to be supported by Search Industrial on an ongoing basis.
Following the success of this campaign, Search Industrial’s partnership with AG Barr was further strengthened by their appointment as sole recruitment supplier within Warehouse & Distribution.