How a strong employer brand and award-winning careers site help Macy’s stand out from the crowd and win with new talent in a competitive market.
Competition for recruiting top Millennial talent is fierce, and creating meaningful connections with this tech-savvy audience was critical for Macy’s. The company also needed to overcome the lack of understanding the retail industry, communicating that a career in retail is more than folding sweaters in the store.
The Macy’s College recruiting team reached out to long-time partner Sanger & Eby to revolutionize the way they connect with candidates, building on the collaboration that started in 1999, as interactive began to emerge in a meaningful way.
Understanding emerging needs was crucial, and Sanger & Eby began with a comprehensive research program – conducting focus groups, surveys, and in-depth interviews to get to the heart of the target market’s needs and determine how to create meaningful connections.
Research showed a fundamental need to understand not just a company’s culture, but how they fit in it, and the ability to envision themselves in the role – answering questions like “who would I work with?” and “what would my day be like?” Innovation and career development opportunities were also priorities, and supported Macy’s positioning as the place to build a career, not just start one. Above all, the communications had to be authentic, including photography, video, and a credible, relatable, and relevant voice.
Sanger & Eby developed a content strategy to meet these needs, including concepts for interactive features designed to illustrate what “real life” at Macy’s is like – career development timelines, day-in-the-life features for different functions and snapshots, and extensive video content as well as a career path builder that allows candidates to explore potential ways to develop their careers at Macy’s.
An innovative design provided a fresh, engaging look and feel, and a fully responsive site provides a great user experience regardless of platform – critical to connecting with the highly mobile Millennial market. An interactive career timeline conveys a sense of energy and movement by building new content on the page as the user scrolls, reinforcing the message of career development opportunities.
Building on Macy’s groundbreaking success with mobile job search and application, candidates can search and even apply for jobs from any device (Macy’s is one of only 3% of employers offering this capability).
The site launched to rave reviews, just in time for the fall recruiting season. In addition to providing real-life insights into what it’s like to work at Macy’s, the mobile search and application are a tremendous success, with half of all Macy’s applications now coming from mobile devices, and giving the company a driving competitive edge in recruiting Millennial talent.
The site builds on a long history of success in the partnership with Sanger & Eby – one that includes winning the Technical Innovation Award from the National Association of Colleges & Employers in 2015.