Challenge
With today’s war for talent, having a deep understanding of and being able to articulate what you can offer that no other employer can is more important than ever – even when you are one of America’s most beloved brands and best places to work. H-E-B enlisted Cardigan’s help to refresh their employer value proposition and elevate their recruiting materials and career fair experience.
Solution
As always, we started with research to understand what truly makes H-E-B an employer of choice for current employees and target candidate demographics. What we heard over and over again was that you never have to leave H-E-B to grow your career or make a career change. H-E-B was one company where you could have multiple careers. Whether you are a lawyer, construction engineer, software developer, truck driver, or architect, so many career paths are available under one roof. Using the One Company, Multiple Careers theme, we worked with internal teams and multiple vendors to develop a new careers website, campaign launch videos, printed materials, and career fair booth. Our Contribution – research, persona development, content strategy, content development, and video producer. The Website The new careers site focused on showcasing the breadth of opportunities and paths available at H-E-B, allowing candidates to visualize themselves working for the company. The Videos To illustrate that “One Company, Multiple Careers” is more than a slogan, we created a campaign video showcasing employees whose careers bring those words to life. We went a step further by producing short testimonials of employees sharing why working at H-E-B is different and why they love working for the company. The Handout To illustrate that “One Company, Multiple Careers” is more than a slogan, we created a campaign video showcasing employees whose careers bring those words to life. We went a step further by producing short testimonials of employees sharing why working at H-E-B is different and why they love working for the company. The Experience We combined both digital and print components in a new career fair recruiting booth.
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