Strategy
We consolidated most of their hiring needs from multiple microsites into a unified website, then executed their employer brand site-wide. Then, we crafted audience-specific content designed to resonate with each segment, including the aspects of culture, perks, work environment and career development.
Since “showing” is often more powerful than “telling,” we utilized video and custom photography to give candidates a sense of the company and answer the key questions every candidate has, regardless of level or focus: What’s the culture like? Who will I be working with? What’s the job really like? What will I be doing every day?
Since a large percentage of Macy’s hiring focused on hourly associates who typically pinpoint jobs in their immediate area, we knew serving them positions nearest their location was key. Our development team integrated geolocation to automatically deliver jobs closest to each user on the site’s home page without them even having to search for jobs. Users could still search based on their own criteria and filter job results to find the role that’s optimal for them. From there, candidates are able to customize and filter their search based on multiple criteria including category, distance, schedule and shift.
