‘Here to Create’ — Behind the Scenes of Biggest Employer Brand Campaign at adidas

Everyone loves a good story. Stories are the North Star that guide everything from the people we hire to the products we build. They shape what we create, make, and do. With this in mind, adidas’ biggest employer brand campaign​ was born — real stories of our real employees.

Our employer brand team was approached with the challenge to create a campaign that appeals to talent in digital. Our brand puts adidas on everyone’s radar, but how do we truly resonate with a data analyst in Madrid or a solution architect in Seattle who wouldn’t normally consider joining our team?

The answer turned out to be all around us. Our people.

The internal search for the seven creators was an inspiring process. It began with crowdsourcing, through which the employer brand team received dozens of names of brand ambassadors who embody adidas’ core belief; through sport, we have the power to change lives. This process truly made us proud. There were so many great stories, it was hard to decide. Every one of the stories inspired us.

​Creating this campaign has been a constant reminder of just how valuable our employees are. Our brand is what it is because of each one of them. In the end, we got way more than we expected. The Here to Create employer brand campaign has turned into so much more than an external campaign —  it’s a huge source of growing pride and passion within our company!

Not only are we blown away by the stories of our seven creators, it’s the first time we are showcasing such incredible collaboration across so many teams: Digital Brand Commerce, HR, Talent Acquisition, Marketing-Brand Communication, Newsrooms, and Corporate Communication.

The seven stories told in the campaign portray how our employees’ creativity, not just their skills and potential, bring digital and cultural transformation to the company. These stories have been captured in seven individual short films and compiled in one manifesto film. The films, along with the creator’s profiles are now live on the adidas career site as well as across adidas careers social media channels.

As we begin to analyze the campaign results, one thing is clear. adidas employees are the biggest brand ambassadors inspiring the next generation of talent to join our digital transformation. After all, it is every one of us building the products and concepts that set trends, break records, and make history.

For some past posts on adidas, see these four links below:

Adidas unveils intense new branding video

Nanci Hogenboom

Nanci Hogenboom van het hof started as a recruiter for eCommerce in NL and in 2010 moved with her family to Germany into a role managing global TA process, systems, and experience.

She currently drives all aspects of global employer brand strategy and design for adidas and leads an in-house employer brand creative studio which is a team of two designers, a filmmaker, and a social media and digital content employee. The team works closely with its partners in HR, talent, and corporate communications on the strategy, design, and development of immersive storytelling throughout the recruitment process and external channels.