You undoubtedly recognize iconic brands like Famous Footwear, Allen Edmonds, Naturalizer and Sam Edelman. However, you may not realize these are just of few of the 17 brands that make up $2.6 billion global footwear company, Caleres, Inc.
While each of their consumer brands are well-established individually, Caleres’ challenge came in building an employment brand representative of their entire brand portfolio.
By leveraging their marketing department, career site and their own associates’ stories—all with a strategic focus on data—three years later, they have little trouble attracting candidates to fill more than 10,000 jobs annually in their 1,300 retail stores and corporate office.
These are the lessons Caleres learned while building their employment brand up from scratch.
Your marketing department is probably doing a ton of brand-building work already. Imagery, writing tone and language are all things they’ve standardized.
Many of your candidates are already customers, particularly in a retail setting. They’re familiar with your brand voice and imagery. Reaching out to your marketing department is crucial if you want to accelerate building your employment brand.
So how do you start building a relationship with marketing?
A simple online career portal might work for showing your available roles. It does not work for showing your brand. Most career portals have built-in limitations that prevent you from giving job seekers the information that really sets you apart.
When you have a career site built for showcasing your employer brand, you can:
The sky’s the limit when you view the career site as prime branding real estate.
What people do is always more telling than what they say. And how potential applicants behave on your career site tells you a lot about what they want.
At Caleres, we’ve partnered with TMP Metrics to build a robust reporting system for our career site. We see exactly:
This insight is invaluable in making sure you get the most from your branding efforts.
Remember those employee testimonial videos? When they were first launched, very few candidates could actually find them. We’ve since featured them prominently on the homepage. Now our associate videos are the second most viewed content on the site.
You can also utilize this data to perform a full funnel analysis.
With a full funnel analysis, you can track the percent of candidates who convert from step to step and get critical insight into potential hiring bottlenecks.
Robust career site data is like having an employer branding compass. Tracking how potential candidates interact with your on-site branding efforts is the number one way you can tell if they’re working. And if they aren’t, you have the data to get back on track and potentially chart a new course.
Suzanne Riordan has 15 years’ experience in marketing communications. In her current role as Manager of Talent Acquisition Marketing, she leads Caleres’ recruitment marketing strategy and employment brand, with a strategic focus candidate experience. Find her on LinkedIn.
Marci Sigmund is the Senior Director of Talent Acquisition at Caleres. For the past 10+ years, Marci has lead Caleres' recruitment strategy and execution, for all divisions including Famous Footwear's 1,000 retail locations and Caleres' brand portfolio including: Allen Edmonds, Naturalizer, Dr. Scholl's, Sam Edelman, Vince, Via Spiga, LifeStride, Ryka, and others. Find her on LinkedIn.