Decathlon

Client

Decathlon

Sector

Retail

Market

Amsterdam

Audience

B2CB2C (business-to-consumer): you sell to consumers.

Duration

1 month

Services

Video MarketingSMA

Website

Decathlon.nl

Year

2024

From idea to delivery.

1. 01

   Challenge

   The challenge of this project was to help Decathlon find the right candidates for its open vacancies, specifically for the role of team leader, given the nationwide shortage of suitable candidates. Due to the tight labour market, Decathlon had to stand out from traditional recruitment methods and attract potential employees in an innovative way. The company was looking for people with a passion for sport and retail, but also wanted to show what the team leader role really involves. The challenge was not only to reach the right target audience, but also to convince them of the added value of working at Decathlon.

2. 02

   Approach

   Decathlon is an international sporting goods retail chain offering a wide range of sports and leisure products for more than 70 different sports, from popular sports such as football, running and cycling to niche activities such as climbing and horse riding. The company is known for its own brand products, which offer excellent value for money, and caters to beginners and experienced athletes alike. Decathlon has locations worldwide and, in addition to its physical stores, offers a user-friendly online store for easy ordering and delivery. The shopping experience is customer-focused, with the aim of making sport accessible to everyone, regardless of level or budget.

1. 03

   Solution

   To tackle this challenge, we decided to let Decathlon's current team leaders do the talking. Instead of the traditional way of recruiting through job postings, we chose to let potential candidates hear directly from the people who already hold the position. We interviewed several team leaders to share their experiences and insights about what the role involves, what challenges come with it, and what the benefits are of working at Decathlon. We used this authentic content for social media advertising, which allowed us to convey a personal and credible message. By letting the team leaders speak for themselves, we gave a realistic and inspiring picture of the role, which helped attract the right candidates.

2. 04

   Impact

   The impact of this approach was significant, with dozens of new applicants signing up within a short time. By sharing the authentic stories of the team leaders on social media, we managed to present the role in a credible and attractive way. This resulted in a substantial increase in the number of responses and applications. The personal approach appealed to the right target audience, which enabled Decathlon to quickly find suitable candidates and effectively fill the open vacancies.