Beco is hoping to raise awareness of disabled workers with an ad campaign urging competitors to steal its staff
Spotted: Social enterprise Beco has launched a new ad campaign that it is calling: “Steal our Staff”. The campaign urges other companies to poach Beco’s staff. Its aim is to “raise awareness of the Disability Employment Gap and disrupt employers’ outdated attitudes towards people with disabilities.”
Beco makes environmentally-friendly toiletries and has a workforce that is 80 per cent disabled, visually impaired or disadvantaged. The company hopes the campaign will not only allow its employees to find their ideal job but will also create new openings for Beco to hire more disabled employees.
The integrated campaign includes press releases and the printing of employee CVs on Beco’s packaging, as well as short TV film ads featuring real employees. Companies looking to hire away a Beco employee can send their offers directly to Beco. Beco will also support companies that would like to poach their staff by helping them find a staff member to fit their needs.
In the UK, there are tens of thousands of disabled people who would like to work but can’t find employment. The company’s hope is that the new campaign will help other companies to see the value in hiring disabled workers.