Burris Logistics
DigitalRecruitmentStrategy
Miranda Creative brings specialized expertise in developing high-impact, national-level recruitment messaging and infrastructure for major employers. This case study details our sustained partnership with Burris Logistics (and its related brands), a $3 billion enterprise employing over 2,100 team members across the U.S. Our engagement centered on stabilizing a high-turnover workforce and building a robust, multi-generational recruitment ecosystem capable of adapting to rapid corporate change.
The Challenge
Despite its significant scale and status, Burris Logistics faced a critical human resources challenge: an unsustainable 50% annual employee turnover rate. The primary cause was determined to be dysfunctional recruitment messaging that failed to clearly and accurately describe the essential roles and working environment to applicants. This lack of clarity created a revolving door, draining internal resources and requiring annual recruitment budgets in the range of $250,000 to $500,000 to address a continuously stressed hiring pipeline across their national footprint.
The Strategy
Our strategy was founded on transparency, targeted storytelling, and infrastructure refinement. Our first action was to overhaul the digital recruitment portal, ensuring applicants for the most active positions fully understood the working conditions and expectations. This commitment to truth in recruitment was then amplified through a national, multi-media campaign that featured real Burris team members—an echo of the new portal’s honest approach. As the company experienced strategic post-pandemic transitions, including acquisitions and brand sales, our strategy evolved to support this growth, transitioning recruitment from a single brand focus to a scalable, enterprise-level operation.
The Work
We executed a comprehensive, multi-channel effort across nine distinct Burris locations, spanning from Maine to Orlando, and targeting various roles (warehouse workers, drivers, administrative, logistics technology, and sales). The work included:
Digital and Traditional Campaign Design: Implementing messaging across search, outdoor, direct mail, and recruitment events.
Award-Winning Video Production: This included the “Day in the Life” video for distribution centers (~8,000 views) and the distinct “Why Trinity” video targeting freight management agents and sales culture.
Recruitment Infrastructure Evolution: Managing the design and development of multiple generations of Burris career sites, culminating in the current, modern platform. This site integrates an AI agent, contemporary search functionality, application portals, and advanced features like text-to-apply to reflect the corporate structure and capture diverse applicant pools efficiently.
“Developing high-impact videos to clarify the application process, convey the unique people-centric culture, and set clear expectations.”
“Miranda Creative successfully improved the integrity and efficiency of the Burris hiring process.”
The Results
Through the strategic refinement of messaging and the complete transformation of the recruitment infrastructure, Miranda Creative successfully improved the integrity and efficiency of the Burris hiring process. The renewed clarity of the recruitment collateral and digital platforms resulted in a demonstrable improvement in the quality of applicants. By providing clear expectations and an authentic view of the culture, the refined messaging ultimately provided a net benefit to both the applicant experience and the hiring team’s retention efforts.