Why Lowe’s took a client advertising and marketing strategy to recruitment » technique

Lowe’s Canada is popping dwelling reno tasks gone horribly awry into public artwork to get Gen Z occupied with changing into summer time workers.

Created in collaboration with artistic company Sid Lee, “Make Your self Failproof,” options reno misfires like unintentionally portray over garments in a closet, or putting in a bathroom seat backwards. They’re being introduced as artwork exhibitions in three main cities, the place they’re introduced with a QR code for making use of immediately for the varied positions to be crammed, but additionally shared on youth-friendly platforms like TikTok.

The “Make Your self Failproof” marketing campaign is knowledgeable by Sid Lee analysis that 88% of Gen Z college students wish to work for employers who give them entry to coaching and progress alternatives. This marketing campaign faucet into this need to be taught by offering examples of the sort of dwelling renovation fails that younger folks may keep away from in the event that they labored at Lowe’s, Rona or Réno-Dépôt.

“We’ve all the time performed recruitment campaigns and spring is a large season for us,” says Jacynthe Prince, director of brand name engagement at Lowe’s Canada, including that the corporate expects that to stay true this 12 months as curiosity in renovations stays robust.

Lowe’s Canada intends to recruit about 5,000 new workers this 12 months, and the marketing campaign comes on the heels of its digital nationwide hiring occasion held in February.

“We’re actually concentrating on Gen Zs, whereas earlier than we had a one-sized-fits-all strategy,” Prince explains.

In truth, based on Prince, it’s treating this recruitment outreach as if it have been another Lowe’s client advertising and marketing marketing campaign it’s performed; nonetheless, it’s the primary time it’s been this artistic, whereas previous approaches have been extra “company” in nature.

Brian Gill, artistic director at Sid Lee, concurs, including that the audience will recognize being spoken to in a language they perceive – one which’s not too stuffy and one which’s extra pleasant and accessible.

In line with Gill, it’s additionally the primary time Lowe’s has actually tailor-made the message to work on the platforms the place its goal is. Particular items have been made for TikTok, not on-line video typically.

The marketing campaign will run till April 4. Starcom dealt with the media purchase.


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