Communicate consistently with an authentic employer brand

JOANN needed an employer brand that would engage multiple different employee types. Our partnership created a strategy with specific branding that resonated with employees across all levels, roles and locations.

Challenge

JOANN had a strong and established consumer presence but needed help discovering and articulating their employer brand to employees and prospects. With over 800 stores in the U.S., 3 major distribution centers and a corporate headquarters, the retailer has varied hiring needs within a highly competitive talent market.

Our partnership with JOANN focused on their need to understand, articulate and position an employer brand that could help them effectively communicate in a way that appealed to and resonated with business units from stores and distribution centers, to corporate offices, college interns and tech employees.

Services:

Focus groups & stakeholder interviews Competitive & SWOT analysis Persona development Content strategy Employer brand positioning & EVP Communication & content strategy Messaging development

JOANN needed an employer brand that would engage multiple different employee types. Our partnership created a strategy with specific branding that resonated with employees across all levels, roles and locations.

Services:

Focus groups & stakeholder interviews Competitive & SWOT analysis Persona development Content strategy Employer brand positioning & EVP Communication & content strategy Messaging development

Challenge

JOANN had a strong and established consumer presence but needed help discovering and articulating their employer brand to employees and prospects. With over 800 stores in the U.S., 3 major distribution centers and a corporate headquarters, the retailer has varied hiring needs within a highly competitive talent market.

Our partnership with JOANN focused on their need to understand, articulate and position an employer brand that could help them effectively communicate in a way that appealed to and resonated with business units from stores and distribution centers, to corporate offices, college interns and tech employees.

JOANN employer branding presentation

Strategy

From the start of our project with JOANN, we engaged directly with employees across all levels, roles, locations and business units. Understanding the good, the bad and the in-between of working at JOANN was essential in helping our team discover company’s strengths and unique business offerings.

Our team crafted detailed personas, an employer value proposition, communication pillars, brand voice and messaging from our deep-dive research.

Following approval from the JOANN team, we set out to execute their comprehensive and creative employer brand. Introducing the new brand required content and a communication strategy that we helped create to ensure the project was seamlessly and successfully adopted within the JOANN culture.

JOANN personas

Results

The JOANN employer brand is in the initial stages of being rolled out and our client partners are thrilled with the results. The new branding will be applied to an upcoming recruitment campaign for stores, and will be used on the JOANN career site to help engage potential employees.

JOANN is now ready to differentiate themselves in a competitive marketplace when prospects are looking for new careers. Their employer brand properly highlights the company’s strengths and objectives and harnesses the energy of working for the growing brand. 

 

Do you need help establishing your own strategy-backed employer brand? Let’s talk!