In the world of staffing, there’s a wealth of talent out there—and few companies are as skilled at finding it as Target. Sponsoring major MBA conferences like the National Black MBA Association (NBMBAA) and the National Society of Hispanic MBAs (NSHMBA) has been an important part of Target’s recruiting efforts. Recognizing an opportunity to expand their reach through the use of social media, Target’s talent acquisition team partnered with POP to develop a strategy that would create a social presence at recruiting events, connecting potential employees and Target team members.

A Cultural Imperative

Diversity is more than just a buzzword at Target; it’s deeply ingrained into the entire corporate culture, and expressing this became a key goal of the campaign. POP created an active and engaging social forum for each conference and developed multiple landing pages to inform guests about Target’s role, as well as its commitment to the communities in which it operates. The @TargetCareers Twitter account was supported and moderated before, during and after recruiting events.

Results Speak for Themselves

Our dashboard-style monitoring system revealed some surprising results. Target was mentioned four times more often than any other recruiting competitor at the conferences, with attendees supplying the vast majority of Target-related tweets. In fact, at the NBMBAA conference, 89 percent of the tweets were from attendees.

Twitter proved an authentic and successful way to communicate at conferences, offering a powerful, real-time view of attendees’ reactions to Target-sponsored events. The project set the benchmark for future talent acquisition projects, and the @TargetCareers account remains active and has expanded to become a valuable communications tool for Target’s year-round recruitment efforts.

Best of the Bullseye Award for Collaboration

POP was recognized by Target for our dedication to collaboration. The Best of the Bullseye award is the top honor given to Target's agency partners.