Let's see if I can walk you through on what worked for me.
Install the Bazel IntelliJ plugin
This is how my bazel settings look like in IntelliJ (To setup buildifier run brew install buildifier)
Now click Import Bazel project button
Choose the home directory for bazel in the next screen (The directory where the WORKSPACE file exists)
In the next screen choose Generate from BUILD file and choose "java/BUILD.bazel"
The last screen which contains the create button should look like this
Now IntelliJ is going to spend sometime in setting up bazel build etc.,
Just to ensure that all is well, trigger a bazel sync explicitly by choosing Bazel > Sync > Sync Project with BUILD files.
That should do it. You should now be ready to go with working with the selenium codebase within IntelliJ.
I have never had to run any commands from the command line using the bazel binary for working on the codebase in IntelliJ.
Hope that helps!