C&A has an amazing history, but few staff knew about it. C&A’s Senior Management Team wanted to encourage new starters to start their career with excitement, enthusiasm and an appreciation of the company’s rich history.
The brief was to find a way of making recruits fall in love with the company culture through the creation of a stimulating, immersive induction experience.
Using our years of experience working across a wide variety of industries, we created an interactive programme that included a learning map, enabling players to travel through C&A’s rich history, all the way from its humble beginnings in the 1840s.
We created a way for them to be able to appreciate their company’s history, vision and values.
Our programme also helped new starters understand how they could apply C&A’s core concepts to their daily roles in a way that gave them a stake in the company’s future.
Alongside this we replaced traditional training manuals with scrapbooks for each new starter to keep with them throughout their entire career at C&A, inspiring them to document their personal journey.
The programme was piloted with a cross-section of staff, and shortly afterwards C&A rolled out their induction programme in their Brussels and Dusseldorf headquarters to new and existing staff. Staff who had worked for C&A told us “Knowing this earlier would have made a big difference to how we felt about the organisation”.
Diane Ramirez, the Head of HR, told us that AKD “hit the ball out of the park”.