BBC NewsBorrowing was £17.4bn last month, the second highest October figure since monthly records began in 1993.
Christopher Jackson
The latest BBC reporting on graduate recruitment in UK supermarkets tells us something vital: the job market has changed, and fast. Over 21,000 people applied for just 150 trainee roles at M&S. At Aldi, starting salaries are among the best in the retail sector—£44,000—and predictably, demand is soaring. Lidl, too, is hiring in large numbers, with over 150 roles available in 2025. And what we’re seeing in supermarkets is a window onto a wider truth: we’re not in a graduate glut—we’re in a graduate crunch.
The message is stark. Graduates are applying in their thousands for roles that offer structure, training, and progression—but the funnel is narrowing, and the competition is steeper than ever. The world of work, which once unfolded slowly and predictably for those armed with a degree, now demands a faster, more imaginative approach.
This is where creativity comes in—not the kind that requires a paintbrush, but the kind that says: “How do I make myself impossible to ignore?”
Krishma Tangri, an Aldi Area Manager in Luton, reflected on her transition from university to the Aldi graduate scheme to Source magazine: “When I was at university I thought I wanted to go into consultancy work. However, at a networking event I got talking to one of the professionals who told me he used to work at Aldi. I knew the company was growing at a rapid rate, however I had never considered a career there. I thought Aldi was all about scanning products but I discovered there were so many different opportunities on offer across all areas of the business, and I knew it would be the right company for me.”
She also emphasized the skills developed during the programme: “You need to be incredibly organised, adaptable and good at working collaboratively, as I often work with my Store Managers and store teams to ensure we meet our targets. As an Area Manager, you also need to be good at people management, as working with a wide range of personality types can be challenging. This is a skill I have always had but I think it is something I have become a lot better at with more experience. You also need to be good at managing your own time.”
In other words, in this market, it’s no longer enough to be competent. You have to be memorable. That means thinking outside the CV. We’ve seen graduates record video applications, build personal websites, or create mock marketing campaigns tailored to their chosen employer. These aren’t gimmicks—they’re strategy.
“You can’t afford to be generic anymore,” says Ronel Lehmann, CEO of Finito. “When we coach students now, we focus not just on polishing CVs but on building stories—ways of showing, not just saying, why you’re right for a role.”
And there’s another part to the equation that the BBC piece only hints at: the importance of guidance. The savviest graduates are those who seek mentorship—whether that’s a formal career coach or an informal sounding board. These are people who can help you read a job spec properly, understand the company’s values, and pitch yourself accordingly.
There’s no shame in needing a guide—especially when the ground keeps shifting. The supermarkets understand this. Many of their graduate programmes include built-in mentoring for exactly that reason: to fast-track learning and help young employees build confidence.
The world of retail, long overlooked by many graduates, is increasingly a proving ground not just for business skills but for adaptability and resilience. In sectors where efficiency is king and innovation never sleeps, young professionals have the chance to contribute in real ways, early on.
But they have to get through the door first. That means recognising that what worked in the past—a generic cover letter, a standard CV—won’t cut it anymore. It means doing the homework, telling a better story, and remembering that every application is, in its way, a performance.
There’s opportunity out there, even in this crowded field. But it will go not necessarily to the most qualified—but to the most compelling.
