ECCO is a widely known and loved retail brand for customers around the world. However, the success of the company is not exclusively attributed to the products themselves, but also to ECCO's outstanding retail staff. Recruiting, motivating and retaining the right people is therefore crucial to the continued success of their organization.
In the Czech Republic and Slovakia the company did not have an issue with the quantity of candidates, but instead, with the quality of hopeful applicants. They observed that job-seekers lacked information, did not understand ECCO's work environment, and were unaware of the principles upon which the company was built. Most of candidates just wanted a good job, and very few could clearly articulate their motivation to be part of the brand. Company recruiters were unclear about which candidate profiles to prioritize, how to target them, and then how to formulate an attractive hiring proposition once the right person was identified. Managers needed to clarify which strengths and typical characteristics of the company culture to nurture to encourage the motivation of employees.