Macy’s Careers After College employer brand and award-winning careers site help Macy’s stand out from the crowd and win with new talent in a competitive market.
Challenge
Competition for recruiting top talent among younger generations is fierce. It was critical that Macy’s overcome the lack of understanding surrounding the retail industry – to communicate that a career in retail is more than just folding sweaters. This approach was crucial to making meaningful connections with this tech-savvy audience.
Strategy
The Macy’s College recruiting team reached out to long-time partner Sanger & Eby to revolutionize the way they connect with candidates.
We began with comprehensive research including focus groups, surveys and in-depth interviews to determine the target market’s wants and needs. This determined how we would communicate why Macy’s was the best place to launch and build their career. Research showed a fundamental need to understand a company’s culture, how they would fit into that culture 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. Above all, the communications had to be authentic, including photography, video and a credible, relatable and relevant voice.
Services:
Focus groups, surveys & interviews
Employer branding
Content audit, strategy & development
User experience planning & user testing
Responsive website design & development
Mobile job search & apply functionality
Photo & video art direction
Motion graphic design & execution
Social media strategy & execution
Macy’s Careers After College employer brand and award-winning careers site help Macy’s stand out from the crowd and win with new talent in a competitive market.
Services:
Focus groups, surveys & interviews
Employer branding
Content audit, strategy & development
User experience planning & user testing
Responsive website design & development
Mobile job search & apply functionality
Photo & video art direction
Motion graphic design & execution
Social media strategy & execution
Challenge
Competition for recruiting top talent among younger generations is fierce. It was critical that Macy’s overcome the lack of understanding surrounding the retail industry – to communicate that a career in retail is more than just folding sweaters. This approach was crucial to making meaningful connections with this tech-savvy audience.
Strategy
The Macy’s College recruiting team reached out to long-time partner Sanger & Eby to revolutionize the way they connect with candidates.
We began with comprehensive research including focus groups, surveys and in-depth interviews to determine the target market’s wants and needs. This determined how we would communicate why Macy’s was the best place to launch and build their career. Research showed a fundamental need to understand a company’s culture, how they would fit into that culture 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. Above all, the communications had to be authentic, including photography, video and a credible, relatable and relevant voice.
