Les Schwab
Turning internal culture into a competitive advantage for talent attraction and retention.
Role
Creative Direction / Design
Industry
Retail / Internal comms
Team
Copy/Photography/Production
Problem
Les Schwab Tire Centers had a strong culture of promoting from within—but it wasn’t landing with a younger workforce.
Millennial employees lacked visibility into career paths, and external candidates didn’t view the company as a place for long-term growth. The result: a disconnect between culture and perception, impacting both retention and recruiting in a competitive market.
Solution
To bridge the gap between Les Schwab management and their Millennial employees, we developed an internal promotions campaign titled “Grow with Us.” The campaign promoted long-term career growth and clarified the promotions process—and unlike weighty corporate handbooks, its highly visual communication style provided an immediate read for employees.
The campaign included a style guide, logo, photo shoot, video b-roll, three promotion guides tailored to each employee level, break room posters, promotional clings and program launch emails.
After the “Grow with Us” campaign yielded successful results and greater internal engagement, the company wanted to turn its attention to recruiting new entry-level talent in a highly competitive employment market.
We evolved the branding and messaging we had created for Les Schwab employees and targeted it to external audiences, alerting them to the company’s career growth potential. This recruitment campaign was called “A Career That Matters.”
The campaign included a style guide, logo, second photo shoot, new candidate promotional collateral for in-store and career fairs, career fair banners, in-store window clings as well as a Hiring Manager’s Guide for the Les Schwab corporate office.
Outcome
Increased employee awareness and engagement around career growth and promotion pathways
Strengthened alignment between leadership and frontline employees
Successfully extended internal culture into an external recruiting platform
Positioned Les Schwab as a more compelling destination for entry-level talent in a competitive market
Established a scalable foundation for ongoing internal communications and recruitment efforts
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