Walmart
Veteran Recruitment Campaign
Our strategy for Walmart was to drive growth from “Military Employment Brand” to “Veteran Affinity Brand.” When we looked at the marketplace, most employers were showing similar images and messages because they were trying to establish themselves as a strong military employer. And for many years, Walmart was not all that different. But having built equity with the veteran audience, we aimed to leverage and expand it to a wider audience.
We wanted to move from talking about what we know veterans are like, or speaking to traits they hear from everyone else and talk more about what is to come for them. It’s not looking back – it’s showing them what is ahead.
CD: Tim Milewski
CW: Martin Dudek
AD: John Schock
Concept
PICK YOUR NEXT
Veterans answered a calling, extensively trained and proudly served. Now, it’s time for what’s next.
At Walmart, there are plenty of next’s. New career starts – 250,000 of them by 2020 – in areas like Retail, Logistics, Technology, Corporate and more. New opportunities, including the promotion of 15,000 veterans since 2013. New ways to feel fulfilled, including initiatives like Greenlight A Vet and our partnerships with Goodwill’s Operation: GoodJobs, the American Red Cross and many others.
And they’re all there, thousands of next’s ready for you to grab hold of. We guarantee a position to every veteran honorably discharged since Memorial Day 2013. There’s no tricks or hoops, just sincere respect and appreciation for what you could do here.
All you have to do is raise your hand and pick your next.