Hit or Miss?: Morrisons pledges to offer 1,000 jobs to homeless

Home delivery Supermarket group Morrisons has pledged to create 1,000 jobs for homeless people over the next three years.

The UK's fourth largest food retailer aims to offer 10 per cent of jobs at new stores to 'vulnerable' people. The roles will include three months of training leading to a Qualifications and Credit Framework qualification. The initiative is being run in partnership with the Salvation Army and Leeds-based social enterprise Create.

HOW I SEE IT - SCOTT WILSON, UK CEO AND EMEA MANAGING DIRECTOR, COHN & WOLFE

Supermarkets as agents of social engineering. This is a debate that extends way beyond PR or even corporate brand reputation and reaches into the very DNA of a company.

Yet, it is interesting that as retail has replaced religion as the destination of choice for British families with a spare hour to spend on Sundays that supermarkets are rekindling a fine, and largely northern traditional, of social altruism.

The reputational benefits are clear - trusted companies rooted in their communities, serving and representing the needs of the poorest and most vulnerable. It is impossible to criticise, although companies pursuing such an approach should, and can, expect a similar level of scrutiny. Provided their PR advisers see the difference between publicity and reputation, Morrisons will be fine - HIT.

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