Walmart // Targeted brand campaign

Walmart needed to fill driving positions in a fast-shrinking candidate pool.Using research and Walmarts existing recruitment brand (the illustrative style you’ll see here), we developed a campaign to increase conversion and fill positions.

Research & Building the Campaign

I leveraged existing client employee experience research as well as outside studies to understand what was happening in the market. I learned that Walmart differentiates themselves by making their drivers feel highly valued, with respect and consideration. Their employees are proud to work for Walmart.

Because of this, the Walmart uniform became an emblem of trust, security and family. In the end, it wasn’t really the uniform itself, but what it represented.

We wanted to show candidates that this is the job for them, that it will fit them and that it look good on them – just like a Walmart uniform. When you give them a uniform, you’re giving them something more…because at Walmart you’re not just wearing a uniform, you’re wearing your value, wearing your dignity, your pride. And…

pride looks good on you.

DEVELOPING THE LOOK

Using Walmart’s existing employer brand, both the illustration style and the “This is that place” tagline, we developed a specially targeted concept at their driver candidates around the “Walmart looks good on you” concept.