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Challenge: Not many organizations can boast a product that has the type
of pop-culture recognition as Hormel Foods' SPAM. However, being known for only one product
can often make candidates see the opportunity as too limited. To change candidate perception
about the number and variety of opportunities available at Hormel Foods, NAS Recruitment
Communications was tasked with creating a new employment brand that would position Hormel
as an international organization with an expansive product line...and opportunities to match.
Solution:
Beginning with our proprietary Demand Chain-an extensive
discovery process that allows us to customize deliverables-NAS made a significant
commitment to understanding the situation. As Hormel recruits a significant
number of candidates directly from college, the campus campaign became the
launching point for the overall employment brand, "See Yourself Succeeding."
To promote Hormel as a great career destination, NAS created ads, brochures,
displays and e-cards that would educate, as well as engage.
Creating an employee mosaic from thousands of smaller product photos, NAS
created an image for the company apart from its most famous product, one that
immediately conveys variety and diversity in the product line and in its careers.
NAS discovered that the Hormel Foods' supportive and growth-oriented
atmosphere was seen as the strongest selling point. Using brief employee
testimonials throughout the campaign gave this message a very believable voice.
Results:
Hormel Foods is delighted with the campaign, now in
its first year, and its ability to get a complex message across in a manner that
resonates well with candidates. For Hormel Foods, "This is where it all comes together."
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