Turning a negative word into a career goal.
Challenge.
Weaver has an incredible history of retention. It’s a great place to work and grow, which is why so many of their staff stick around for the long haul. But in a world where there are lots of companies screaming “Work for us!” Weaver needed to break through the noise. How? By taking a risk and being bold; by staking their claim as a company so good that people want to stay and grow in their careers. Problem is, in the 21st century, young folks have a word for that, and it’s not exactly positive.
Solution.
Lifer. That word scares people—especially young people. But our discovery sessions showed that that word isn’t a bad one at Weaver. So we decided to own this word and flip it from a negative to a positive through the unique professional and personal stories of the people who work at Weaver. We provided a window into the lives of five employees at different stages of their career at Weaver. We got to know who they are in and out of the job. Then asked them to define the word “Lifer” and we found everyone had a slightly different definition. But we also found they were all positive when they looked at it though the lens of working at Weaver.
Calculated Risk.
Our strategy came from research, but also an alignment with Weaver’s corporate ethos. They believed in risks. So we made a calculated one by facilitating honest conversations.
Creative Freedom.
Our interviews were designed to fit a structure without boxing in our interviewees, so we could get real perspectives without stifling individuality.
Being Social.
Our approach online was to tailor our videos to fit multiple social platforms and feature a variety of employees so we could reach a broader audience seeking rewarding careers.
