Most companies would want to hold on to the staff that they have trained for years, but BECo, a sustainable and social enterprise soap brand based in the UK, is encouraging other brands to poach them.
While this might sound bizarre at first, the reason behind it is marvelous. It’s because 80 per cent of BECo’s incredible workforce is disabled, and the brand wishes to help increase the percentage of employment for disabled workers.
In the UK, there are over 1.1 million disabled people who are out of work. To raise awareness of this ‘Disability Employment Gap’ and change employers’ outdated attitudes towards people with disabilities, BECo came up with a unique campaign titled #StealOurStaff.
It began printing its employees’ CVs on the soap’s packaging, and made them available in more than 500 stores across the country to reach potential employers.
Then, they reached out to the UK’s biggest bosses – including Sir Richard Branson, founder of the Virgin Group, and other founders and CEOs of companies such as Dyson, Ikea, Tesco, The Body Shop and more – through special packages.
They even challenged other brands to steal their staff through a bold outdoor campaign.
The campaign resulted in:
- 96% uplift in sales
- 1500% increase in web traffic
- 40+ brands reaching out