Hanes Brands
Focus:
Employer Brand Strategy & Global Career Site Development
Key Elements:
Research
Employer Brand Strategy
Creative Direction
Content Strategy
Video Direction
UX Design
Career Site Development
Multilingual Content
HanesBrands is not a simple company. Seventeen brands, 61,000 associates, operations across manufacturing, retail, corporate, and private label. The people making t-shirts in Honduras and the merchants buying trends in New York are both HanesBrands, and they need to feel that way.
They had the bones of an employer brand that was never fully realized. Their engagement data showed what people said they liked, not why it mattered or how it shaped decisions. Preference data gives you a menu, not a map.
The goal was never to reinvent HanesBrands as an employer. It was to connect more honestly with the people who would thrive there. Find Your Perfect Fit works on two levels at once, apparel and career, and earns both without winking too hard at either. Executed with confidence, it reads as the intelligent double meaning it is.
To prove the line, we put it on a plain white Hanes t-shirt, their most iconic product, and handed it to real employees to wear. Then we asked their in-house video team to walk up to associates with a mic and ask what their perfect fit was. No talking points. No approved answers. The range of what came back was the whole argument.
A career site built to carry all of it: 28 pages, seven languages, IP-based language detection, and an architecture that routed candidates toward what was actually relevant to them, whether that was a manufacturing role in Central America or a corporate one in the US.
Rather than default to stock photography, we asked HanesBrands to send us pictures from their actual locations around the world. They delivered. The visual language that came out of it is as varied and global as the company itself.
“Working with the team was one of the most enjoyable projects I've ever been on. We knew they were sharp and expert, but we had no idea how much fun it would be for our team. What a gift to work together, and for as long as we did.”
Hanesbrands, Intl.