How Specsavers attracts and nurtures outstanding talent

Purpose – The aim of this paper is to detail the innovative campaign co‐developed by Words&Pictures and Specsavers to raise the caliber of Specsavers' profile in the optics profession among university optometry graduates, to produce a continuous flow of talent within the company, and to give customers the best service. Design/methodology/approach – Adopting a collaborative approach, Specsavers' canvassed the opinions of its employees and joint venture partners to develop a new HR strategy to attract and nurture outstanding talent. In order to implement the new strategy, Specsavers turned to Words&Pictures, which created a high‐end internal brand, INsight, to showcase the new five‐part recruitment and development program. Practical implications – Organizations that face similar recruitment challenges would do well to re‐assess the needs of the business, including the inter‐personal and communication skills required by their employees. Originality/value – Working together, Specsavers and Words&Pictures combined their unique strengths to create a visually stunning, professional, practical, aspirational and fun suite of training materials for pre‐registration optometrists. This has helped to elevate Specsavers' pre‐registration optometrists' program above its competitors and positioned the company as unrivalled in its attitude towards employee acquisition, development and retention.