Recruiting Top Talent From Retail to Corporate to Distribution
Shoe Carnival was looking for a way to update their outdated recruitment videos. The challenge they faced was telling a cohesive story about their culture between retail, distribution, and corporate and how to recruit for both their Shoe Carnival retail stores and their newly acquired Shoe Station retail stores. They also wanted a video partner who could help them improve some of their recruitment video efforts internally.
Nix was wanting to take their branding and marketing up a notch by incorporating video into their overall web and marketing strategies. Not only did they want to create new marketing videos, but also use video as a recruitment tool to land top talent.
The Campaign & Creative
Our team worked closely with the HR department and marketing departments to help create a campaign that really shared what it feels like to work at Shoe Carnival. We created a schedule to help with logistics the included filming in 3 states, 6 locations, and 20+ interviews. From a creative standpoint, we wanted to focus on the fun family-oriented culture that you could feel between not only Shoe Carnival stores, but also Shoe Station stores. That culture has been developed through their distribution center and their two corporate offices. We used multiple interviews partnered with fun footage to help viewers 'feel' the Shoe Carnival culture throughout the 7 main videos we produced. These videos included an overall culture video shown below, Shoe Carnival Retail, Shoe Station Retail, one for their Corporate Evansville location, one for their Corporate South location, and finally one for their Distribution Center.