Amazon ad blitz woos British workers

Tech giant faces crisis in recruitment as tighter immigration rules squeeze out its low-paid EU staff

AMAZON is running an advertising drive to woo British workers as fears grow that new immigration rules will hammer its ability to hire low-skilled employees from abroad, leading to thousands of vacancies.

The company is stepping up efforts to burnish its credentials to Britons amid a looming staffing crisis. It has long relied heavily on workers from the EU, previously suggesting in a report that as many as half of its entry-level packing staff came from the bloc.

But the online giant could be barred from hiring new migrants to help run its warehouse network under the UK’S points-based immigration regime.

The US giant said “the Amazon campaign was to promote tours of its fulfilment centres” in a push to counter claims around poor working conditions. A company web page describing the logistics arm promotes its ethical standards to shoppers and jobseekers, telling would-be staff they can enjoy “industry-leading benefits and support programs”.

The firm said it was business as usual but added: “As will be the case with the sector as a whole, we are monitoring the situation.” It came as the UK Warehousing

Association said immigration restrictions ultimately will raise prices for consumers, particularly if firms have to pay more to attract British staff.

Peter Ward, chief executive, said: “The logistics industry operates on the narrowest of margins. It is hard to see how any significant across-the-board pay increases for low-skilled staff could be introduced without passing on the additional costs, unless the days when online shoppers expect low-priced goods with cost-free and immediate delivery become a thing of the past.”

As its warehouse estate across Britain grew to more than 20million sq ft, Amazon became a major recruiter of EU citizens. A report from 2017 suggested around half its most junior staff were from the bloc, equal to more than 7,000 people. It said they were not classed as skilled under government rules, meaning they would struggle to get the 70 points needed to come to work in the UK. Amazon employs about 30,000 people across the country.

Neil Shah, head of research at City firm Edison Group, said: “In an already tight labour market, competition for people will intensify.”

He said Amazon was trying to get ahead of the issue. Tamara Hill, of the British Retail Consortium, said: “Digital retailers rely on the smooth operation of their supply chains. Key roles which historically have had high numbers of EU colleagues include warehousing staff and delivery drivers.”

Amazon staff start on an hourly rate of £9.50, above the minimum wage. However, the US tech titan has long been dogged by claims of poor practices. Last year it was accused by union GMB of fostering “unsafe” and “appalling” conditions where staff used plastic bottles rather than leaving their work station to use the lavatory.

The firm has always insisted it is a good employer. It has commissioned a series of print and TV adverts which feature workers praising the company, and has opened up facilities for public visits. Amazon has been a vocal opponent of tighter immigration restrictions, telling ministers in a consultation after the Brexit referendum that leaving the EU would make existing recruitment challenges worse.

Other industries have also raised concerns about the immigration plans, which will be brought in later this year and are intended to limit the number of low-skilled workers entering the UK.

Ministers said the system will mean only those paid more than £26,500 and taking skilled roles will be granted a work visa. EU citizens already in the UK will be able to apply for settlement scheme status, and no foreign workers in Britain currently employed by Amazon will have to leave.