Careers Site and Content Production
ROLE: CREATIVE DIRECTOR
PROJECT TYPE: EMPLOYER BRANDING, UX STRATEGY, CONTENT PRODUCTION, DIGITAL EXPERIENCE DESIGN
Target asked us to completely reimagine its Careers website to better attract, inform, and convert talent across its frontline, supply chain, and corporate teams. As Creative Director, I led the experience strategy and creative execution—uniting content, design, and technology to deliver a highly personalized, scalable, and brand-authentic platform that supports both job seekers and Target’s internal teams.
The Brief
The previous site was fragmented and outdated. Candidates had to navigate three separate platforms to apply, creating unnecessary friction and inconsistent brand messaging. Search was clunky. Content lacked relevance. And the experience didn’t reflect the energy of Target’s refreshed employer brand or the diversity of their workforce.
Beyond the UX issues, the internal Talent Acquisition team had limited flexibility—making it difficult to react to hiring needs or publish content without dev support.
Creative Approach & Direction
I led the end-to-end creative strategy with a clear focus: simplify the candidate journey and give Target’s teams the tools to move faster. We rebuilt the site from the ground up—using atomic design principles and a flexible CMS to create a modular, scalable system that empowered internal teams to own content without developer support.
To transform job discovery, we introduced geo-spatial search, “near me” filters, and an interactive map—making exploration intuitive and efficient. Behind the scenes, a personalized recommendation engine surfaced relevant roles based on real user behavior.
I also directed a content refresh that brought Target’s employer brand to life through real people and real stories. We planned and produced on-location photo and video shoots with team members across stores, HQ, and distribution centers—resulting in authentic, cross-channel assets that humanized the brand and resonated with job seekers.
This wasn’t just a redesign—it was a strategic platform shift that gave Target the flexibility to evolve, adapt, and connect with talent in a more meaningful way.
The Results
The new Target Careers website is now a dynamic, on-brand talent hub that scales across roles and locations. Candidate engagement has increased year over year—leading to higher job application volume and measurable impact on hires.
The CMS migration transformed Target’s internal workflow, giving Talent and Comms teams the autonomy to create and adapt content in real time. It’s a powerful example of how thoughtful UX, content, and technology come together to drive business value and brand connection.