In a recent survey, commissioned by IKEA Canada, nearly nine in 10 Canadians (85 per cent) said it’s important to them to work for a purpose-driven employer that lives their values.
And the furniture and home decor retailer is using that information as it launches a brand campaign to attract more people to join the team as an employee.
Many in the retail industry have found it difficult in the past year or so to attract and retain people. A labour shortage is one of the key challenges most retailers face today.
Tanya Bevington, Head of Communications for IKEA Canada, said staffing is a key area of focus for the company.
“With the unemployment rates obviously still quite low, we want to really make sure that we are attracting and retaining the best talent,” she said. “This is one of the reasons why we really wanted to go out with this type of campaign to really launch something that was bold and inspiring, demonstrating that IKEA is a purpose-led organization and to share more about who we are as a business and what are some of the things our own co-workers have been so proud of over the years.”
The IKEA survey also found:
- 67 per cent of people are seeking out companies that offer opportunities to work in different areas of the business; and
- 77 per cent want to learn new skills.
The Build your career with IKEA campaign demonstrates the wide variety of career paths that are possible at the leading home furnishing retailer. It features the stories of co-workers from IKEA Canada’s 7,400-strong workforce nationally.
Founded in 1943 in Sweden, IKEA is a leading home furnishing retailer, offering a wide range of home furnishing products. IKEA Canada is part of Ingka Group which operates 389 IKEA stores in 32 countries, including 15 in Canada. Last year, IKEA Canada welcomed 26 million visitors to its stores and 189 million visitors to IKEA.ca.
The company said it operates business through the IKEA vision – to create a better everyday life for the many people and does so through its local community efforts and sustainability initiatives.
“As we continue to grow our operations in Canada, including opening a new small-format store location in Scarborough Town Centre this summer, we seek to recruit quality talent while creating a life-long relationship with our existing co-workers,” said Tanja Fratangeli, Acting CEO and Chief Sustainability Officer, IKEA Canada.
“The Build your career with IKEA campaign puts our co-workers centre stage and highlights the diversity of opportunities we facilitate.”
Bevington said the retailer felt this is a great opportunity to attract and retain talent to that idea of being purpose-led.
“Our purpose is to create a better everyday life for the many. It’s the same as our vision and that starts with our co-workers.”
The company said culture and values are important to it and to fuel future growth at IKEA, it’s looking to recruit quality talent while creating a lifelong relationship with existing co-workers too.
The new campaign is aimed at demonstrating that at IKEA, it offers people the opportunity to build long-term careers with purpose, surrounded by community.
Co-workers featured in the campaign include Ramiro Pintor Penagos, a new Canadian who relocated here from Colombia in 2019. Following 25 years in the military, he started a new career path at IKEA Calgary as a Goods Flow co-worker.
“My family moved to Canada to build our future here, and we’re grateful for the opportunities it has offered us. The IKEA culture makes it a supportive environment where you can learn new skills. My daughters Laura and Diana have joined me in working at IKEA Calgary, and have expanded their careers into sales and operations,” he said.
