Macy’s turned to Sanger & Eby to develop an employer brand that clearly differentiated the organization, while still communicating with each segment of its widely varied audience.
Primary and secondary research, included focus groups, stakeholder interviews, a competitive survey and detailed habits and practices research of Macy's targeted talent pool. Synthesizing our research findings, we developed insights into each audience segment, identifying their needs, priorities, questions and what they sought most in an employer. We used these insights to develop the company’s employer value proposition, key messages and execution strategies for their careers website (link to case study).
Macy’s now has a solid foundation for communicating with the 9.4 million job candidates who visit the Macy’s recruiting website each year, helping to meet aggressive hiring goals.
Messaging and execution strategies have helped Macy’s communicate consistently throughout the employee lifecycle. This has positively impacted employee satisfaction shown through the company’s climbing employee engagement survey scores year after year.
Macy’s has been recognized by publications and organizations including BusinessWeek as one of the “50 Best Places to Launch a Career,” and the Anita Borg Institute as one of the “Top Companies for Women Technologists.”