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Sainsbury’s changes its recruitment advertising strategy in a bid to challenge Google and Facebook

Sainsburys is putting analytics at the core of its business as it aims to disrupt the likes of Google and Facebook

Andy Day, Chief Data Officer at Sainsbury’s, last month spoke at the DataIQ Summit and revealed that the grocer is moving to a business strategy where data was incorporated into the heart of the business.

This will include an upcoming recruitment advertising campaign targeting the tech world containing messages such as “Data will power and shape every business decision” and “Data is everywhere at Sainsbury’s.”

Day explained: “We are changing the advertising we use for recruitment as it’s important we compete for data talent with the likes of Google, Facebook and Amazon.

“Tech people tend to think those three are the most exciting places to work, but Sainsbury’s has so much more data facets to its business – from shoppers and farms to Argos – and that makes us far more interesting to work for. We want to tell that story more effectively.”

Day worked previously as chief data officer at News UK, joining Sainsbury’s in August last year, with the big four supermarket creating the role especially for him. He says his primary goal is to make the Sainsbury’s board “talk the analytics language”.

He feels this has been achieved in part by creating a data and analytics centre of excellence internally, moving 60 colleagues into this new team. Sainsbury’s also now has a data lab dedicated to tech innovation.

He concluded: “We want to make everything better through analytics and to plant that seed across the entire business. Data needs to become the internal catchphrase.”

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