Consistency & customization are key for a constantly hiring national brand

Flexible campaign creative gives Dollar General recruiters the ability to customize messaging by market, strengthening Dollar General’s hiring position.

Challenge

Dollar General, a thriving brand with constant hiring needs, employs more than 140,000 employees nationwide. Pressed for time and often short on extra hands, the company’s recruiting team was creating their own hiring materials – resulting in ads and graphics that were improperly branded and inconsistent.

Dollar General was jumpstarting a new external-facing hiring initiative – MyDG – and needed a brand, campaign messaging and supporting ads and graphics to bring the project to life. Given the vast number of markets the business operates and the unique hiring needs for each store, the assets also had to be editable while retaining brand integrity. It was essential that the initiative was brand specific and supported – not competed with – the company’s consumer brand.

Services:

Brand development Content audit/inventory Messaging & tagline development Content development Digital/social advertising

Flexible campaign creative gives Dollar General recruiters the ability to customize messaging by market, strengthening Dollar General’s hiring position.

Services:

Brand development Content audit/inventory Messaging & tagline development Content development Digital/social advertising

Challenge

Dollar General, a thriving brand with constant hiring needs, employs more than 140,000 employees nationwide. Pressed for time and often short on extra hands, the company’s recruiting team was creating their own hiring materials – resulting in ads and graphics that were improperly branded and inconsistent.

Dollar General was jumpstarting a new external-facing hiring initiative – MyDG – and needed a brand, campaign messaging and supporting ads and graphics to bring the project to life. Given the vast number of markets the business operates and the unique hiring needs for each store, the assets also had to be editable while retaining brand integrity. It was essential that the initiative was brand specific and supported – not competed with – the company’s consumer brand.

Strategy

Our first step was to immerse ourselves fully in the Dollar General brand. From there, we worked hand-in-hand with our client contacts to understand the needs and goals of the company’s hiring initiative. We combined our understanding of the brand with knowledge about the initiative and our client’s goals to create the MyDG brand. We brought the brand to life with a logo, compelling messaging and a series of ready-to-launch templates for Dollar General recruiters to utilize when developing ads and graphics for their individual market needs. These templates were created in PowerPoint because it gave us the ability to lock down branding while allowing recruiters to customize details.

Results

The client is excited to launch the project and there is tremendous enthusiasm internally from the Dollar General recruitment team to utilize the new assets in the marketplace. Our design and execution ensured the new initiative compliments the company’s existing brand. The team at Dollar General has already engaged Sanger & Eby to create an additional template for use on TVs at their corporate headquarters – and we take continued partnerships as the ultimate accolade!

 

If you need to attract top talent through a customizable employer brand campaign, let’s talk!