Wal-Mart Canada – Commissioned by C-suite to attract / retain quality employees during shift to “supercenter” strategy (fresh food) with aggressive growth initiative, and at the same time, improve individual associates and store performance.
Over first 60 days conducted internal brand research, identified potential improvement areas, assembled implementation team, wrote strategic plan and led full-scale national communications initiative – Make the Difference recruitment ad / PR / digital media campaign (fact sheets, collateral, brand ambassadors, supervisor training, “Day One” launch event, town-hall meetings, onboarding materials, etc.).
Efforts enabled aggressive recruiting goals, improved retention rates by 23.4%, improved individual store profitability 18%, and solidified ranking as one of Canada’s Top 50 Employers.
The program is now extended into most stores globally and into its CSR efforts, community programs and corporate reputation communications.