The adage “come as you are” is not exclusively reserved for the famous fast food brand. At Decathlon France, each candidate is unique and can freely express their identity, in a manifesto like no other. Deciphering the sports equipment manufacturer's ingenious employer brand campaign "You are not your CV" with Fayçal Belmadi, Communication Manager of the group's employer brand. An inspiring interview from the We Are COM Club which reminds us that “to reach your audience, consumers or future collaborators, the communication requirements must be identical. " Let's go ! Hello Fayçal, to begin with, could you tell us about the context in which you deployed this manifesto? Fayçal Belmadi: At Decathlon, our ambition is to recruit more than 15.000 teammates. The problem we have lies in the variety of profiles of our targets, since these recruitments concern more than 400 different professions and cover...
Employer Brand: Decathlon’s Manifesto
