Young jobseekers join first-of-its kind training scheme at world’s biggest Primark store

A group of graduate jobseekers in Birmingham participated in a new, first-of-its kind training scheme, Adult Skills Fund, run by Training Personified in partnership with Primark’s Birmingham High Street store.

After Training Personified partnered with Primark Birmingham to deliver a  five-week pilot scheme focused on customer service and employability skills, Primark Birmingham hired four graduate jobseekers from the scheme, who now have permanent jobs in the store.

The group were given a behind-the-scenes look inside Primark’s biggest store in the world.

The pilot training scheme, funded by the West Midlands Combined Authority and Learning Curve Group, lasted five weeks and upon completion, the participants gained an NVQ Level 2 diploma in Customer Service with Birmingham-based Training Personified.

Following participation in this training scheme, four jobseekers successfully secured employment at Primark Birmingham and are currently working in permanent retail roles within the store.

Located at Primark Birmingham’s flagship high street store, the group of 15 jobseekers learned about the global retailer’s shop floor, warehouse and management career growth opportunities, including participating in mock interviews and receiving clear feedback to help them secure future retail employment.

The qualification has been designed to instil confidence, practical skills and a positive mindset for a step up the career ladder. Important elements include effective communication, understanding customers, team dynamics, interview skills and preparation for work.

To be eligible to participate in the pilot scheme, Training Personified required students to be unemployed or already on a specified low or zero hours contract, and aged from 20 years old into their 40s. All candidates were receiving Universal Credit.

They  welcomed the behind the scenes insights at the retailer’s biggest global flagship store, which opened in 2019 and employs around 600 people on various shifts through its 24-hour operations.

They took on customer service challenges during an informative and engaging session led by Zoe Broadway, People & Culture Store Business Partner, and Emma Hobbs, People & Culture Store Advisor at Primark. Following this, they toured all three levels of the 160,000- square-foot retail space.

Training Personified founder and MD, Zoe Bennett, BEM, explained:

“This is a pilot scheme and the first time we have brought candidates to ‘try before you buy’ at an iconic Birmingham location. They left  with pride, more connected and confident to apply for upcoming positions.

“Massive thanks to Primark for this hugely worthwhile  collaboration, which has now led to our students landing jobs.”

Primark Store People & Culture Business Partner, Zoe Broadway, commented:

“Our local partnership with Training Personified in Birmingham and support for this pilot scheme is really important as we know how challenging finding a new job can be.

“It was a great opportunity for our teams to share their learnings and help this group of  Jobseekers to understand the long-term potential of a career in retail. It’s fantastic that four participants from the scheme are now part of our Birmingham store team.”
Primark Store Manager for Birmingham High Street, Nicola Morrissey, also greeted the jobseekers and highlighted her own career journey, as well as some of Primark’s biggest successes over the past 50 years on the British high street. Additional Primark store colleagues also supported the scheme by explaining their day-today roles in retail and how they serve up to 80,000 customers a week at the flagship store.

Primark Birmingham High Street store has been working with Training Personified since November 2025, and the local partnership is based on a shared commitment to providing opportunities to young people and support them with securing future roles in retail.