Talent Discovery

Unlocking the power of digital recruitment for The Home Depot.

Summary

Brands of all sizes are facing a significant challenge to attract and recruit talent to their organization.  

The Home Depot needed afresh Spring recruitment campaign to hire 80,000 new store associates nationwide. This campaign needed to communicate company values and encourage new applicants and current employees to share how their unique skills were used every day.

Approach:

By understanding the broad demographics, we were able to excite current employees and attract new applicants with a strong rally cry of “Built To Bring It.”  With a robust social media campaign, we were able to produce content that reached a diverse audience, not only by age, but also by skill set.

An additional component to the digital recruiting strategy was the trade show circuit. It required a separate message that was a spin on the "build" momentum of the brand that focused on tech careers. "We Build Doers" was born.

Along with digital activation, the"We Build Doers" campaign was adapted for a variety of trade show events, including OSCON and Grace Hopper.

We developed a unique activation and created a living wall of succulents, where attendees could choose one as they visited The Home Depot recruitment booth. Each tiny pot included a plant card used as a mini interview questionnaire where attendees could fill out and leave behind with the on-site recruiters for follow-up.

A fully interactive touchscreen allowed potential talent to identify their journey and benefits with The Home Depot—specifically for use at tech-focused trade shows, which also put The Home Depot on the map for candidates looking for a career in technology.

Over four thousand succulents were given away to booth visitors during to Grace Hopper conference. Each plant included an activation of a mini plant stick that guided recruiters through mini interviews and identified follow up opportunities.

Development of a specialed trashow booth for the OSCON conference that incuded stations for mini revruting interviews and digital brand interation moments.

Performance:

  • Developed “Real Life” associate stories that highlighted current Home Depot employees, increasing employee engagement and in-store morale.
  • Promoted custom digital on targeted banner ad network and launched successful dark Instagram and Facebook ad campaigns to strategically target relevant demographics.
  • Created buzz-worthy trade show giveaway created a successful #webuilddoers hashtag campaign – along with a full semi of succulent plants given away!
  • Developed on-site interactive digital displays to guide trade show attendees through the job opportunities and benefits at The Home Depot.

Ready to START?

Feel free to contact us today.