To prepare for Gap retail entry in China, the company needs to hire a huge team of employees to run its up-coming flagship stores in a short period of time. One of the key challenge for Gap is the fact that they are relatively late to enter the market - while Gap's products are commonly known in the market, its brand and culture is not understood. With established competitors like ZARA, H&M, Uniqlo and etc., Gap is in a weaker position to attract quality candidates to become their staff as a preferred employer.
To address the need for communicating a strong employer branding and the Gap experience. The creative agency partnered with its recruitment agency, MRIC, to handle Gap's market entry staff recruitment project, starting in Beijing and Shanghai.