Pillar Messaging

The 5 Pillars of our Associate Brand

Through surveying and interviewing, we learned that these are the top reasons associates join and choose to stay a part of the Walmart family.

Well-being

 

 

 

This is that place where every Walmart associate has easy access to living better.

How we talk about it: our aspirational narrative grounded in associate sentiment

We’re investing in resources to help our people make positive changes across their whole lives: from family, money and community, to physical and mental health. And we’re pushing the limits of technology to get these resources in the hands of more people. Since our first store opened, nothing has been more important to Walmart than our associates. Every day, we see them fight the odds, rise against adversity, and work to improve their communities.

 

Being part of the Walmart family means our associates are supported every step of the way. It’s our mission, responsibility, and our promise. Because we want every person who works with us, every family they support, and every community they touch to live better.

Key words:

  • Live better
  • Access
  • Easy
  • Family
  • Quality

Key messages:

  • We strive to make this a place where every associate at Walmart can access easy ways to live better
  • Belong and be well
  • Well-being at Walmart is about making positive changes across your whole life: from family, money and community, to physical and mental health
  • At Walmart, you can reach for more, knowing if you fall short, you have the means and resources to come back stronger
  • Find harmony between your work-life and your life-life

Supporting Programs:

  • Total Rewards
  • ZP
  • Even
  • Grand Rounds
  • Doctors on Demand
  • Adoption benefits
  • Resources for Life
  • Centers of Excellence
  • Walton Life Fitness Pass
  • Live Better U
  • Walmart Wellness: Free in-store events including free health screenings
  • Quit tobacco programs
  • ASPP
  • 401k benefits
  • ACNT
  • Cancer care benefits
  • Paid maternity & paternity leave
  • More

 

Proof points & accolades

 

  • Walmart is leading in associate health benefits with its Centers of Excellence program
  • Walmart offers health benefits starting at around $26 per pay period for all full- and part-time associates who have worked an average of 30 hours per week over the past 12 months. This is about 40% less than the national average cost for single person coverage. [ESG Report 2019]
  • Through our Wellness events, which take place four times per year, Walmart has provided ~3.3 million free health screenings to people across the U.S. [ESG Report 2019]
Opportunity

 

 

 

This is that place where we can discover and take charge of a better future.

How we talk about it: our aspirational narrative grounded in associate sentiment

What would you do if you knew your future had no limits? If where you came from and what you’ve done (or haven’t) had no bearing on where you go next? How would it feel to know that wherever you’re going, you have everything you need to grow and succeed just as you are now?

 

We’ve seen the power in giving everyone equal access to endless opportunities. We’ve seen how it creates better futures for everyone who works for Walmart—futures that our people take pride in, every day.

 

We know that taking ownership of your future rides the line between fear and exhilaration—and we’ve seen how that line ends with our associates doing amazing work for our customers.

 

At Walmart, we believe every associate’s future matters. And it’s our commitment to help every one of them discover and take on things they never thought they’d have the ability to do.

Key words:

  • Discover
  • Take charge
  • Unlock
  • Potential
  • Explore
  • Limitless

Key messages:

  • This is that place where you can discover and take charge of a better future
  • This is that place where you can reach your full potential
  • We are a “people-led, tech-empowered” enterprise
  • Unlimited roles and opportunities for growth
  • You’re empowered to chart your own career
  • Endless learning, unlimited career paths
  • As technology enables efficiencies in some areas, we’re creating new opportunities and identifying roles that will require the values, judgment, leadership, and problem-solving skills only humans can provide

Supporting Programs:

  • Live Better U
  • Pathways
  • Walmart Academy
  • Ascent
  • Apex
  • Pinnacle
  • Returnships
  • Walmart Foundation
  • Learning Consortium & HBX
  • Summit
  • Summit
  • Shift-swapping
  • GED completion assistance
  • Pathgather
  • Udemy
  • Learning Curve
  • Upstream
  • Military Spouse Career Connection

Proof points & accolades

 

  • Nearly three out of four associates would refer friends or family to Walmart for employment. [ESG Report 2019]
  • We have more than 35,000 people working in our U.S. stores in roles that didn’t exist two years ago. [ESG Report 2019]
  • 12,000 Walmart associates are pursuing degrees for $1/day with Live Better U
  • More than 75% of our Walmart U.S. store operations management team members started as hourly employees, and Walmart store managers earn an average of $175,000/year in the U.S. [ESG Report 2019]
  • In FY2019 alone, we trained about 450,000 associates through Walmart Academy. [ESG Report 2019]
  • Through the end of FY2019, Walmart and the Walmart Foundation had invested more than $100 million in organizations working to accelerate retail and related sector employee advancement. [ESG Report 2019]
  • Our $2.7 billion investment across two years in our people – in education and training, wages and scheduling – will ensure even more of our associates have clear pathways to grow and advance. [2019 CD&I Report]
Innovation

 

 

 

This is that place where we're creating the future of retail.

How we talk about it: our aspirational narrative grounded in associate sentiment

We’re not just a retailer, and we’re not just technologists.

We’re partners in scale, experts in efficiency, the engine that ensures we save our customers every penny—every second—possible. The stage is set to reinvent the retail game again:

 

To be there when, where, and how our customers need us;

To keep pharmacies running and food stocked when disaster hits;

To make systems more efficient and data safe, helping fellow associates do the best work of their lives;

 

And to do it all with the humanity that’s set us apart from the beginning.

 

That is how we’ll know we’re winning.

 

At Walmart, we believe trust is earned, and that it’s a privilege to be able to serve the world at the scale that we do.

When a single solution can boost an industry— and a new feature can give millions of people a few minutes back in their day— the impact you can make is unparalleled. The next great challenge is in front of us. Solve it here, solve it for the world.

Be the spark that starts a revolution, and let’s build better lives together.

Key words:

  • Define
  • Create
  • Future of retail
  • Scale

Key messages:

  • Innovate with heart
  • People-led, tech-empowered
  • This is that place where we're creating the future of retail
  • This is that place where you can do the best work of your life and help customers live better
  • We're providing our associates with tools and technology that reflect their lives as customers
  • We're making working at Walmart “iPhone-easy”
  • Explore at scale
  • Where a line of code can change the way the world shops
  • We’re using technology to help us do the best work of our lives and help us reach our potential
  • The ultimate innovator’s playground
  • This is that place where we’re innovating on behalf of an entire industry
  • Shaping the future of shopping

Supporting Programs:

  • ID8
  • Walmart Labs
  • Store No.8
  • SP4RK
  • REAL @Walmart
  • IRL
  • More

Proof points & accolades

 

  • Fast Company’s Most Innovative Companies
  • Best-in-class supply chain
Inclusion

 

 

 

This is that place where every associate welcomes others’ stories and feels safe to share their own..

How we talk about it: our aspirational narrative grounded in associate sentiment

Real people. Real lives. Real stories.
 
At Walmart, our associates come from all around the world, with backgrounds as diverse as the customers we serve. So what does inclusion feel like at a company that’s two million strong?
 
It’s the courage to approach conversations with curiosity, the confidence in knowing your voice will be heard; It’s the joy of championing someone else’s’ idea, and the pride we take in each other’s dreams. 

It’s finding the people who support you and the place where you belong.
 
When we get it right, our customers feel it.
We get to know their stories—ask about their kids, share photos, keep an eye out for their favorite items. We welcome them into our family—and that bond is the reason they keep coming back.
 
That’s why we strive to make this a place where every associate welcomes others’ stories and feels safe to share their own. When we belong, we’re able to do our best. And we can help the world live better, together.

Key words:

  • Belong
  • Curiosity
  • Courage
  • Sharing our stories
  • Diverse perspectives
  • Respect
  • Celebrate
  • Unique

Key messages:

  • We strive to make this a place where every associate welcomes others’ stories and feels safe to share their own.
  • Our associates come from all around the world, with backgrounds as diverse as the customers we serve
  • This is that place where we celebrate uniqueness—in ideas and each other.
  • Bring your whole self to work every day
  • Our diversity makes us stronger
  • Belong and be well
  • By welcoming and valuing diverse perspectives, we open our future to new possibilities
  • Our workforce reflects the people and communities we serve
  • “We shouldn’t miss those moments when we can make a difference for someone else.” – Doug McMillon
  • “We aim to develop inclusive leaders and an inclusive culture, while also growing the pipeline of women and people of color at every level.” – CD&I Report

Supporting Programs:

  • Returnships
  • MARC workshop
  • Mi Futuro
  • ARGs
  • Lean In Circles
  • PRIDE

Proof points & accolades

 

Purpose

 

 


This is that place where we come together as a force for good—for each other and our communities.

How we talk about it: our aspirational narrative grounded in associate sentiment

  • “This is that place where we care for one another, where you can make a difference, and help people live better.” – Doug McMillon
  • This is that place where we come together as a force for good—for each other and our communities. 
  • We have the scale needed to make a true difference in every community we serve
  • The work we do helps our customers, associates, and communities live better.
  •  “Twenty-seven years ago, President George H.W. Bush traveled to Bentonville to present Sam with the Presidential Medal of Freedom. It was a pinnacle moment for Walmart, and our founder shared a few powerful and timeless thoughts. He provided a forward-looking purpose for our company that drives us today: “If we can, why, we’ll lower the cost of living for everyone — not just in America, but we’ll give the world an opportunity to see what it’s like to save and have a better lifestyle and a better life for all.” Sam said “and.” Our purpose is to help give people all over the world the opportunity to save “… AND have a better lifestyle AND a better life for all.” Some have described Sam as a merchant with a servant’s heart. During his life, he gave back to the communities where we had stores and, as the scale of the company has grown, our desire to strengthen communities and make a difference in the world continues on. – Doug McMillon

Key words:

  • Community
  • Force for good
  • Impact
  • Merchant mindset

Supporting Programs:

  • Walmart Foundation
  • Responsible Sourcing Academy
  • Standards for Suppliers
  • Project Gigaton
  • ACNT
  • Disaster Relief Program

Proof points & accolades

 

  • Consumers voted Walmart the World’s Most Ethical Company
  • Walmart and Walmart Foundation gave more than $38 million in FY2018 to support disaster preparedness and relief.  [ESG Report 2019]
  • Walmart’s on Track to Reduce 1 Billion Metric Tons of Emission from Global Supply Chains by 2030 [ESG Report 2019]
  • More than 4,300 supplier representatives have registered in the Responsible Sourcing Academy. [ESG Report 2019]
  • Recognizing the need for whole-system transformation, Walmart has committed to use our ability to bring together stakeholders including industries, civil society, governments and international organizations to address the major potential risks to the dignity of workers in a minimum of 10 retail supply chains by 2025. [ESG Report 2019]
  • As a member of the Leadership Group for Responsible Recruitment, Walmart works to create demand for ethically recruited workers in Thailand and Malaysia and advocate for better government regulation of recruitment agencies. [ESG Report 2019]
  • Since 2015 we have participated in Seafood Task Force, an international, multi-stakeholder initiative to address forced labor and illegal fishing in the Thai seafood supply chain. [ESG Report 2019]
  • According to data from our suppliers, approximately two-thirds of what we spend to buy products for Walmart U.S. goes toward items that are made, sourced or grown in the U.S. [ESG Report 2019]
  • In India where smallholder farmers represent the backbone of the country’s economy, the Walmart Foundation, working beyond Walmart’s supply chain, made a commitment in 2018 to invest $25 million over the next five years to improve farmer livelihoods. [ESG Report 2019]
  • Walmart was one of the founders of the Global Food Safety Initiative. [ESG Report 2019]
  • Walmart was the first U.S. retailer to announce a time-bound chemical footprint reduction goal. [ESG Report 2019]
  • We met the goal we set in FY2014 to provide 4 billion meals to people in need by 2020, largely through the donation of unsold food. [ESG Report 2019]
  • Globally, Walmart donated a total of 720 million pounds of food in FY2019. [ESG Report 2019]