Human Resources Today

Politics aside. Retail shopping preferences aside. This Walmart video gets everything right when it comes to employer branding. It tells a moving story through beautifully shot visuals, shines a light on real employees, and creates an emotional connection with viewers. Not to mention the selected music track. As a Chris Stapleton fan, I love the use of his song “Traveller” in this video dedicated to Walmart’s drivers. It’s appropriate and intentional.

Posted on YouTube for National Truck Driver Appreciation Week (September 9-15, 2018), the message is simple: “Hats off to the unsung heroes of the road. We proudly recognize the hardworking, dedicated women and men who make Walmart’s private fleet the best of the best.” At the end of the video, there is a clear call to action. Walmart wants you to visit drive4walmart.com.

This vanity URL redirects you to the Walmart careers page entitled “Drivers & Transportation”—a seamlessly branded user experience. Here, it’s easy to discern Walmart’s core messaging and value proposition to the “driver” target audience. They are hanging their hat on safety, pay and benefits, equipment support, and the promise of being “home every week.”  

My dad drove a truck periodically when I was young. My husband works at the corporate office for a major truck leasing company. And we live in a area congested with warehouses, distribution centers, and 18-wheelers. The transportation industry is all around. I’ve observed that employers typically try to attract drivers by broadcasting a vanilla message of “We’re Hiring … Join Our Team” on the back of trucks. It’s not often a company stands out for its employer branding and recruitment marketing to drivers.

In a crowded market where demand for drivers is high and supply is low, hats off to Walmart for differentiating themselves. That’s employer branding at its best.

Watch and enjoy it here.

Tell us what you think below in the comments.


Shannon Smedstad (@shannonsmedstad) is a Principal Employer Brand Strategist for exaqueo, an employer brand experience firm building employer brands and the talent strategies that drive them through research, consulting, and creative and digital execution. Contact exaqueo to learn more about our employer brand innovation, workforce research, and recruitment strategy offerings.

Comment