inspiring connections

Ask

Attracting and recruiting talent is a critical challenge for companies of all sizes, and The Home Depot was no exception. To hire 80,000 new store associates nationwide, the company recognized the need for a fresh Spring recruitment campaign that would effectively communicate its values and encourage both new applicants and current employees to share their unique skills and experiences.

Business Objectives

The Home Depot’s internal talent acquisition team aimed to attract candidates who were qualified for the job and aligned with the company culture and values. Additionally, the team sought to develop a strategy to effectively attract and convert the sizable pool of seasonal candidates needed to fill retail-focused roles across the company’s store locations. Through this approach, The Home Depot desired to build a solid and engaged workforce that would drive business growth and success.

Disciplines

DIGITAL MARKETING

MARKET RESEARCH

BRANDING

SOCIAL MEDIA

WEB DEVELOPMENT

B2C

Approach

To attract and retain qualified candidates, The Home Depot’s talent acquisition team developed a comprehensive recruitment strategy that leveraged various channels and tactics. By focusing on the rallying cry of “Built To Bring It,” the team was able to excite current employees and attract new applicants from diverse age groups and skill sets through a robust social media campaign.

In addition, the team developed a separate message for the trade show circuit, with a spin on the brand’s “build” momentum that focused on tech careers. The “We Build Doers” campaign was born and adapted for a range of trade show events, including OSCON and Grace Hopper.

At these events, The Home Depot recruitment booth featured a unique activation with a living wall of succulents, allowing attendees to choose a plant and complete a mini-interview questionnaire to engage with on-site recruiters.

To further showcase the benefits of working with The Home Depot, a fully interactive touchscreen was explicitly developed at tech-focused trade shows, highlighting the company’s commitment to technology and innovation.

Through these efforts, The Home Depot’s talent acquisition team developed a comprehensive recruitment strategy that effectively attracted and converted a sizable pool of qualified candidates aligned with the company’s culture and values.

Callouts:

We Highlighted real-life stories of current Home Depot employees, increasing employee engagement and in-store morale.
Launched successful digital ad campaigns on targeted banner networks and dark Instagram and Facebook campaigns to target relevant demographics strategically.
Developed a buzz-worthy trade show giveaway and successful #webuilddoers hashtag campaign, giving away a full semi of succulent plants.
Created on-site interactive digital displays at trade shows to showcase job opportunities and benefits at The Home Depot.

730 Peachtree Street NE, STE 570
Atlanta, GA 30308