DECATHLON – THIS IS A JOB AD Employer Branding Campaign 2019
“This is a job ad” is an employer branding campaign done by the Decathlon sports chain, carried out at a time of increased demand for labor in the cities where the brand operates, due to the active recruitment of other competitors in the retail.
In a difficult-to-navigate labor market facing aggressive offers from other chain stores, Decathlon has figured out how to reach potential job applicants for whom working at Decathlon would be much more than a job: a shared cause.
With the help of an innovative technological installation, connecting an exercise bike with a nano-computer, printer and sound installation, Decathlon enabled everyone who is “turned on” by the sport to get a recommendation for work in Decathlon, certifying the fact that they are a person who is in love with sports. Moreover, not to receive it, but to print it themselves, by turning the pedals of the exercise bike.
The installation is programmed so that each meter of the exercise bike activates the connected printer to print line after line of the recommendation in real time. Traveling 3 kilometers and 300 meters is the required distance to print a full recommendation, guaranteeing the candidate direct access to an interview, without additional conditions.
Addressing the right audience with the right provocation, and reaching it through the right channels has led Decathlon to the most successful employer activation in their history in Bulgaria.