How GAIL's brought its brand into hiring

The challenge

GAIL’s is a craft bakery brand with 158 neighbourhood bakeries across the UK and a head office in Camden, growing quickly and hiring for both at once: deskless bakery roles in every neighbourhood and office roles in one. The brand is built on quality and community, and the hiring did not yet show it.

The careers page said little about GAIL’s culture and gave candidates nothing to engage with, so applicants often arrived without understanding the values they were applying to join, and mismatched hires followed. Running recruitment across so many locations put administrative strain on the team. And with no unified data, GAIL’s could not measure the return on its recruitment activity or see what to change.

GAIL’s set out to build a careers site that reflected its values, to attract and convert better-aligned candidates by being more open about who it is, to take administrative weight off the team, and to put data behind every decision.

What we built

inploi designed a fully branded careers site at jobs.gailsbread.co.uk that carries GAIL’s ethos into the candidate experience: video and honest messaging that help candidates self-select before they apply. Conversational apply guides each candidate through a short application, with the flow shaped for bakery roles and for office roles, because they are different applicants with different questions.

Job distribution promotes each vacancy with real-time adjustments to where the budget goes, so spend follows return. Analytics and attribution bring data from every source into one layer, so the team can track recruitment metrics and refine the approach as it goes.

The work started with scoping sessions to understand the hiring problems in detail, and everything was configured for GAIL’s two kinds of hiring rather than one.

What happened

Applications rose and aligned better with the brand’s values, successful hires went up, and recruitment media spend came down. The figures GAIL’s published in 2025 are set out below, as published. Job views rose in the first three months, and the team now tracks its recruitment metrics in one place and refines the approach in real time. The candidate experience does what the bakeries do: it shows people what GAIL’s is before they decide.

In their words

Their ability to blend technology with a deep understanding of our brand has helped us attract better-aligned candidates while significantly improving efficiency. The results speak for themselves: we’re spending less, reaching more people, and hiring better talent.

Jordan Moore, Head of Talent Acquisition, GAIL’s