A belief in people and the right to be seen and heard were the basis for a recruiting campaign called “We can do more” launched jointly by ICA and Samhall in 2009.
Few Swedish TV viewers could have missed last year’s appearance of a new character, Jerry the trainee, to ICA’s popular advertising soap opera about a retailer named Stig and his employees. Jerry has Down syndrome, and his addition to the commercials was no coincidence. It was timed to coincide with a collaborative project by ICA, Samhall, the ICA retailer’s association, Sweden’s municipalities and county councils and Glada Hudik Theater called “We can do more,” where people with functional disabilities get an opportunity to work at a Swedish ICA store.
Between 500 and 1,000 people will be recruited during a three year period.
“In this way, we contribute to a society where everyone is involved and develops to their full potential, even if different individuals have different prospects,” said Kenneth Bengtsson, President and CEO of ICA AB. “Essentially it’s a question of believing in people and giving everyone the chance to be seen and heard and maximize their abilities. I feel strongly about this program, since it fi ts so well with ICA’s values.”
There is one important distinction not evident from the commercials. The agreement between ICA and Samhall doesn’t actually apply only to trainees. In fact, various types of agreements are in place giving stores access to new employees with new experience. Another purpose is to give Samhall’s employees a chance at a full-time position with ICA.