Currys, a British retail institution since 1884, specialises in selling consumer electronics, computers, mobile phones and white goods with a specific focus making tech affordable and a clear plan to reduce, reuse and recycle. Over the years, it has undergone significant changes, including mergers, rebrands and strategic redefinitions.

The changes resulted in an employee population who needed more clarity on what Currys stands for as an employer, and the role they play individually and collectively to help the business achieve its goals. Our challenge was to create a compelling employee value proposition (EVP) that would excite and energise people, and support a broader strategy to widen Currys’ appeal in the talent market and attract a broader demographic, including women and older age groups.

To address these challenges, we needed to speak to Currys employees on the shop floor, in the warehouse, at the call centre and in head office, to gain insights into their experiences and perceptions of working life there. Through desk research, focus groups, interviews and discussions with the senior leadership team and external recruiters, we identified what is compelling and unique about life at Currys, and what makes Currys stand out in the talent market. All of the findings were tested with the whole of the Company via employee surveys to ensure its authenticity.

The result; an EVP closely aligned with Currys’ vision and values, expressed as ‘Welcome to Amazing.’ It is designed to showcase the warmth and support of Curry’s close-knit teams, plus the variety and opportunity on offer in a diverse and fast-moving business with flexibility at its core. 

The new EVP looks to the future, setting a strategic direction focused on the future of work, flexibility and the retailer’s positive contribution to communities and the planet. Using ‘Welcome to Amazing’ as a starting point, we then worked with Currys to explore how to bake this into the employee experience and make aspirations a reality.

Plans are now in place to begin activating ‘Welcome to Amazing’ with the formulation of a new Employer Brand and plans to implement across the whole of the colleague journey including reward, benefits, policies, internal and external communications, the I & D and ESG landscapes and multiple moments that matter for collegues.

Currys’ EVP evolution is well underway – employees are being brought along the journey and a recent retail leadership event proved that reactions to the EVP so far are very positive.

With Currys embedding its new EVP into every aspect of the business, it is expected to be a highly effective attraction and retention tool for the diverse range of talent Currys needs for further growth and success. Across the business there is a palpable sense of excitement about the future.