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.
