As the world’s largest retailer, Walmart employs over 2 million people. As such, creating a simple, easy to use career website was no small undertaking.
In partnership with HUGE, Bayard, and Walmart Stores, Inc., we worked to re-define Walmart’s employment brand and create an entirely new digital application experience for prospective associates in the field as well as their corporate offices.
We always believe in digging deep, asking lots of questions, and getting to know a brand from the inside out. This project was no different. We talked to hundreds of Walmart associates, from merchandising managers to technologists, logistics experts, cashiers, back-stockers, drivers, and everyone in-between to gain an intimate understanding of Walmart’s employment experience.
It’s been shown time and time again that people relate with people. So, we put real Walmart associates front and center in our photography and videography. No overly staged backdrops or models. Just real people in their real working environments.
Although the consumer brand is universally well-known, Walmart has a tough time telling it’s own story. We find that when you don’t tell your own story, someone else will tell it for you and when that happens, you let someone else control the narrative, which presents a lot of challenges for attracting the right talent. This is not a challenge unique to Walmart. In fact, we see this with a lot of brands in the present employment marketplace.
So, we opened up the floor to real stories from real people. Instead of vague corporate speak and a sterile approach, we wanted to create an employment brand that was approachable and relatable, a brand that says, “Hey! That looks like me. I could see myself working there.”
We applied this new, relatable approach to every aspect of the project—right down to the copy! Thousands of hours of work went into applying what we heard in our interviews straight to the webpage.
Last, but not least, we created a strategy to untangle and streamline the hiring process. Too often, job sites are confusing and difficult to navigate. There are many reasons for this, especially with a company as large as Walmart that is trying to hire CEOs, merchandising gurus, store managers, cashiers, and everything in-between.