Introduction
Elgiganten wanted to challenge the traditional way of recruiting their store managers.
Instead of attracting the usual candidates with many years of industry experience, they aimed to find leaders with a strong leadership toolkit—regardless of which sector they came from.
Their goal was to create more diversity within their management team, including attracting profiles that could bring new perspectives to the stores. This required an unconventional approach to recruitment, which is where we came in.
The Company
Elgiganten A/S is Denmark’s leading retail chain for consumer electronics and household appliances. Since its establishment in 1996, the company has grown to more than 45 stores and also operates one of the country’s largest webshops.
Elgiganten employs around 2,300 people in Denmark. The chain is a market leader in its segment and is known for combining competitive prices, extensive product knowledge, and customer service that sets the standard in the industry.
The Consultant
The recruitment was handled by RetailCruiter through our consultant, Sandra Søndergaard, who was responsible for the entire recruitment process from start to finish. Whereas traditional job postings often attract candidates with many years of experience from the retail sector, this assignment was about the opposite – finding the “unconventional” profiles.
Sandra worked purposefully with search and direct contact with candidates who had strong leadership skills from other sectors. The task therefore required a deep understanding of what motivates and drives people in leadership roles.
With her own background in the sector and many years of experience in recruitment, Sandra understood both the significance of the position and the challenges a large retail chain faces when a key person is missing.
The Ambition and Motivation
Elgiganten wanted to attract leaders who could think innovatively, foster well-being, develop their teams, and contribute to increased diversity in the management group. The ambition was to find candidates, who could drive results through modern leadership rather than routine.
Therefore, we sought profiles with proven experience as leaders of leaders. Industry experience was not a requirement – the most important factor was the ability to motivate and develop people, as well as to work in a data-driven way with the business.
The need was urgent. Two stores were without store managers, which had a significant impact on operations, sales, and employee well-being. The role is a key function – without it, it is difficult to maintain motivation and performance.
The Solution
We approached the task with a combination of in-depth search and close collaboration with Elgiganten. There were no traditional advertisements – instead, relevant profiles were identified, contacted directly, and motivated to see the opportunity as the next step in their careers.
After thorough dialogue with regional manager Andreas, the profile types were refined so the search was precisely targeted. The process included screening, interviews, and presentation of candidates – all with ongoing transparency and dialogue.
The entire process lasted seven weeks, with the first four spent on research and profile development to ensure the perfect match. Afterwards, the candidates were presented in a field of two strong leaders, both of whom matched Elgiganten’s ambition to think different in recruitment.
The Result
In seven weeks, we succeeded in finding and hiring the right profiles for the two stores. We spent extra time in the initial phase to sharpen the profiles, which meant the total time was longer than the average of four weeks.
Elgiganten gained leaders who both create structure and progress, and contribute to the cultural change the chain is actively working on.
A strong store manager means a focus on development, well-being, and results.
The Conclusion
The collaboration with Elgiganten demonstrates how a targeted recruitment process can pave the way for entirely new types of candidates. Elgiganten received a quick and secure process as well as two skilled store managers – and the case thus became proof that you do not always have to recruit as you usually do.
Our industry-specific insight and understanding of leadership roles in retail have been crucial for the outcome in this case.
