Cabela’s Launch

Mobile responsive, second-generation career site that leverages cultural research and integrates with IBM recruitment technology

IBM Employment Branding Launches Cabela’s Mobile Responsive Career Site
The IBM Employment Branding team is excited to announce the launch of the newly re-designed, mobile responsive Cabela’s career site. Cabela’s is the world’s foremost outfitter of hunting, fishing and outdoor gear, and employs more than 12,000 people in the United States and Canada.

Check out to see the new career site live.

The history: Cabela’s has been a long-time client, working with IBM for more than five years and using the following products and solutions from the IBM Smarter Workforce portfolio:

• IBM® Employment Branding
• IBM® Kenexa® Behavioral Assessments on Cloud
• IBM® Kenexa® BrassRing on Cloud
• IBM® Kenexa® Survey Enterprise
• IBM Talent Acquisition & Optimization

The need: Cabela’s requested a website redesign to go along with its own external brand refresh. The new site was to have a completely updated look with mobile responsive functionality, quick search functionality as part of the recruitment technology and a branded gateway.

The solution: The IBM Employment Branding creative team launched the second-generation career site in March 2014, leveraging existing cultural research. The new site is now mobile responsive and is fully integrated into IBM® Kenexa® BrassRing on Cloud. The new Cabela’s site showcases how cultural branding and career site development can be a powerful tool to attract, connect with and retain top talent for an organization.


Custom Color Palette
Natural colors were selected as part of the Cabela’s Color Palette to express the company’s authentic organizational culture.

brand colors copyCabela’s Employee Value Proposition
Internal rollout and onboarding pieces were developed to express the employee value proposition to employees and candidates. The main EVP expression and breakout statements reflect the true nature of what it’s like to work for Cabela’s.



Custom Career Site
Using cultural research as its foundation, a new, second-generation career site was developed for Cabela’s. The site is mobile-responsive and fully integrated into IBM Kenexa recruitment technology. The site showcases how cultural branding and a custom career site are powerful tools to attract, connect with and retain top talent.

screen and phone mock up copy