The adage “come as you are” isn’t exclusively reserved for the famous fast-food chain. At Decathlon France, each candidate is unique and can freely express their identity, in a manifesto like no other. We decipher the sports equipment manufacturer’s ingenious employer brand campaign “You are not your CV” with Fayçal Belmadi, the group’s Employer Brand Communication Manager. An inspiring interview from the We Are COM Club, which reminds us that “to reach your audience, whether consumers or future employees, the communication requirements must be identical.” Here we go! Hello Fayçal, to begin, 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 face 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
