Strategic recruiting helps JOANN meet hiring needs

With customized messaging and strategic marketing based on a fresh employer brand, we helped JOANN meet diverse hiring needs efficiently and effectively.

Challenge

Retailer JOANN has a wide array of hiring needs for their over 800 stores nationwide, 3 distribution centers and a corporate headquarters. A single Careers page on their website was not enough to communicate with their prospective employee audiences – but that was all the retailer had to display available roles. They brought to Sanger & Eby a need for not only a more robust Careers section for their site, but also ways to communicate to each of their unique target audiences. We had previously helped JOANN create a fresh, new employer brand and now it was time to fully activate it.

Services:

Multi-channel campaign design Content development Information architecture User experience planning Responsive website design Photo & video art direction

With customized messaging and strategic marketing based on a fresh employer brand, we helped JOANN meet diverse hiring needs efficiently and effectively.

Services:

Multi-channel campaign design Content development Information architecture User experience planning Responsive website design Photo & video art direction

Challenge

Retailer JOANN has a wide array of hiring needs for their over 800 stores nationwide, 3 distribution centers and a corporate headquarters. A single Careers page on their website was not enough to communicate with their prospective employee audiences – but that was all the retailer had to display available roles. They brought to Sanger & Eby a need for not only a more robust Careers section for their site, but also ways to communicate to each of their unique target audiences. We had previously helped JOANN create a fresh, new employer brand and now it was time to fully activate it.

JOANN's new careers website shown on desktop, laptop, tablet and mobile screens.
Samples of JOANN's new stores recruiting materials.
Collage of bag stuffer and billboard for distribution centers recruiting campaign.

Strategy

We helped expand the single Careers page on the JOANN ecommerce site into a robust, multi-page microsite. This framework allowed us to better target and communicate with candidates across the company’s hiring spectrum. To ensure the microsite resonated with prospective employees, we art-directed video and photoshoots in JOANN stores, distribution centers and at their corporate headquarters to capture life at JOANN. The authentic photography and videography we gathered made the Careers site truly come to life and tell the story of working for JOANN.

To further activate JOANN’s employer brand in their recruiting efforts for stores, we turned our sights on JOANN’s best job prospects: their customers. We focused on in-store tactics like posters, bag stuffers, emails, social and digital assets, decals and editable flyers to inspire customers to learn more, apply for jobs and work at JOANN.

With increased customer demand due to peak seasonal interest and unpredictable factors like Covid-19, JOANN also needed specific help recruiting for their distribution centers. To meet a quick timeline, we adapted the stores campaign materials with fulfillment-focues bag stuffers, expansive roadway banners and billboards, radio script and graphics for digital spaces – all with language and imagery focused on distribution centers.

Mobile preview of Careers home page

Results

The new Careers microsite launched and our client is happy to see their employer brand and the heart of JOANN reflected in all their recruiting efforts. The recruitment campaigns gave our client a way to target specific hiring demands for stores and distribution centers. They are now able to fully communicate the JOANN experience to candidates across the full spectrum of the organization’s hiring needs.

 

Do you need help recruiting for several areas of hard-to-hire talent? Let’s talk!

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