After successful end of the Program on 2012 IKEA decided to launch the second wave in 2013, but now with the focus on single target audience — "directors" (24-35 y.o.) with working experience. The main goal was to fill the Program with managers with working experience from the regions.
The decision was made to left aside Smart-style of the first wave and display real people and real figures.

 

The main troubles for middle and senior level managers in the regions of Russia are:
1. Lack of stability, constant staff turnover.
2. No challenge or any interesting work.
3. One can't relocate to another city or country working at a company as it has no divisions out of region's borders.
4. Working at a company one has no any opportunities to try themselves in a new type of business or even profession.

 

 

The agency faced a task to explain to potential interns that IKEA is one of the largest and most stable employers at the market. The solution was to show people real program participants and real numbers presenting IKEA as a good employer.

 

 

— 94 managers from Russia relocate yearly to other cities and countries with IKEA stores.
— 56% of managers had been worked at IKEA for more than 5 years.
— One manager could supervise up to 120 employees.
— Every second managers had internal transfers as IKEA has more than 30 departments.