NRF uses digital shorts to promote retail jobs

The National Retail Federation has retained New York-based digital agency Rain to create digital shorts that launched last week on NRF’s industry campaign site, “This is Retail.”

Interview Day — a series of short, humorous videos — targets recent grads and young adults who are worn out competing for jobs in a challenging economy.

Interview Day is the newest content series on and part of an industry-wide perception campaign which formally launched in April. NRF’s “This is Retail” microsite has set out to not only serve as a job board and career center but also to send a strong message to the younger generation that there is opportunity for professional growth and long-term careers in the booming retail industry.

“With jobless rates for recent grads at historic highs, this is an opportune moment to drive traffic to the NRF job board,” said Rain creative director Tim Whitney. “We can capitalize on the strong draw of the job board to get users into the microsite and interacting with other elements of the campaign.”

“We want young people to think retail when they are on the job hunt — and right now, we’re not necessarily first on their radar,” said NRF SVP Bill Thorne. “Interview Day takes a comical spin on job hunting, which can be a daunting task, while at the same time showcasing the diverse career opportunities that the retail industry offers.”

Rain produces monthly content for the “This is Retail” website, involving participation from retail companies of all sizes, and goes behind the scenes for a closer look at the inner workings of the industry while speaking directly to the unlikely younger demographic that may not be currently considering a career in retail.

Click here to check out some of the videos.


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