Kmart Employee Value Proposition
Since 1969, Kmart has been one of Australia’s leading retailers making everyday living brighter. Bringing little moments of joy to families with on-trend products at everyday low prices, there’s surprise and delight around every corner at Kmart. This vision to add a touch of magic to people’s lives extends across families, customers and employees alike.
As part of a campaign to drive this vision across every touchpoint, Kmart required a refresh of the Employee Value Proposition (EVP) brand. The EVP brand needed to be strengthened in the external marketplace to differentiate from other retailers as a welcoming, caring and above all, joyful place to work. Communicating to prospective hires and retaining current team members, there was particular focus on appealing to the younger Gen Z audience. There was an opportunity to increase Kmart’s ‘cool creds’ that would further create a sense of pride and belonging in being a Kmart team member.
With defined EVP pillars grounded in creating a safe and secure place to belong, Davidson were brought on board to create a holistic campaign that clearly articulates why Kmart is a great place to work.
We created the campaign line, ‘Brighter futures start here’, tapping into Kmart’s ethos of making everyday living and working brighter . The new concept is an extension of the newly developed Kmart visual language. Candid shots of team members feature as the hero visual element that celebrates the personality and diversity of the Kmart team. Playful, organic line illustrations that depict interests and hobbies surround the team member to capture their individuality. This is paired with the bright colours of the Kmart brand that together, positions Kmart as a confident, authentic, playful and vibrant place to work.
We created all the content for the brand, including copywriting, illustrations, casting talent and art directing the photoshoot of team members.
We applied the brand across multiple touchpoints: Kmart careers site, job advertising templates, email templates, LinkedIn posts, Facebook and Instagram posts, career pathways, people stories, talent community engagement, website banners photos and content, cyclical recruitment campaigns, in store team posters and images for schools.
“I had such a great experience working on the employer branding project, since launching the new branding and messaging into the market we have had great feedback and achieved what we set out to”. – Kylie Nel, Employer Branding Manager, Kmart Group