Revealing Tomorrow's Talent: The Primark Work-Study Program

“Beedeez is an easy to use platform. I find it very flexible and qualitatively it is very popular. It offers very diverse pedagogies.” - Nathalie Michel, CEO of Ready for Takeoff

The challenge

At Primark, the training program for tutors and apprentices is a strategic system, in place for 5 years and readjusted every year to remain relevant in the face of developments in the field. Each year, it involves around 500 work-study students and 350 tutors.

The ambition was clear: to meet Primark's educational objectives, to ensure effective support for tutors, and to meet the concrete expectations of young work-study students, often with their first professional experience.

Before this project, training was not formalized for these populations. It is in this context that Primark called on Ready for Takeoff, a training organization, to co-build the courses and the educational content. This collaboration began in a concrete way during the Covid-19 period, in order to train the teams on health safety before the stores reopened. This marked the start of a larger structuring:

• Implementation of the “Welcome to Primark” onboarding course,
• Deployment of a program for tutors,
• Creation of 4 programs adapted to the study levels of apprentices.
  

The main challenges Primark had to address in this project were therefore:

➡️ Train all apprentices and tutors quickly and effectively as soon as they arrive
➡️ Digitize career paths in order to easily reach all employees
➡️ Adapt to a young audience, often mobile, with very digital uses
➡️ Creating a sense of belonging to the Primark universe from Day One
➡️ Offer a simple, engaging and easily updated solution

The Deployment of Beedeez

Before the arrival of Beedeez, Primark already had structured journeys thanks to Ready for Takeoff, but it lacked a tool capable of bringing together, energizing and bringing all of this content to life on a daily basis.

Beedeez was chosen for its ability to adapt to the realities of the field, to the mobility of teams, and especially to an ultra-connected generation. Designed for mobile, the platform allows apprentices and tutors to train wherever they are, even without an Internet connection, from a phone, tablet or computer.

The short and gamified formats offered (quizzes, videos, videos, videos, videos, podcasts, podcasts, images, battles...) correspond perfectly to the uses of young people. Battles, in particular, have become an essential animation tool: apprentices challenge each other, creating a stimulating and engaging group dynamic.

The content is not fixed: it is revisited every year, based on business developments, learners' feedback and analyses from the platform. Beedeez offers a precise statistical tool that makes it possible to monitor the engagement and performance of the capsules, and to identify areas for improvement. This fine follow-up allows Primark to adapt its training courses quickly, without depending on a rigid annual cycle.

“The platform has a statistical tool that allows us to analyze in detail how the courses are made, and more precisely how tutors and apprentices use it.” — Gaétan Altero

Co-construction is also part of the project's DNA. Learners are regularly contacted through satisfaction questionnaires, but also through calls for contributions. Some content is even created directly with them — like this onboarding video designed by apprentices to welcome newcomers.

Finally, community activities such as internal competitions reinforce commitment, while creating a real spirit of promotion within the teams.

Beedeez therefore allowed Primark to set up:

✔️ A mobile-first application, simple, attractive and accessible to all
✔️ Short, gamified content adapted to the uses of young people
✔️ A platform that collaborates co-construction thanks to user feedback
✔️ A community logic through internal challenges and competitions
✔️ A living, responsive training ecosystem that is directly connected to retail realities

The results

Today, 100% of tutors and apprentices use Beedeez on a regular basis. The platform is not only well perceived, but clearly adopted as a daily tool, both for learning and for connecting with the company.

The impact is visible on several levels. Apprentices arrives at work better prepared, more confident, and benefit from continuous support that goes beyond purely operational aspects. It contains content to help them gain fluency in speaking, manage their stress, or even prepare for their exams, in a logic of global development.

On the tutor side, the courses help them to structure their support, to better assess and to help their apprentices progress, with concrete content adapted to their role.

This program is no longer just an HR tool: it embodies a long-term vision. At Primark, we say it clearly: The work-study students of today are the managers of tomorrow. And the platform plays a decisive role in this increase in skills.

Faced with the regular opening of new stores, this success is perceived as a strategic lever to support the expansion of the company, while considering the expansion of the Beedeez system to other internal populations.