Decathlon hires Camden
French sporting goods retailer Decathlon has retained Camden of Montreal to develop a brand initiative intended to attract employees in Canada. The company plans to double the number of staff in its Canadian stores during 2023. The agency will develop a national recruitment and retention program. The material highlights the athletic abilities and favourite sports of current staff members. The creative includes trading cards that depict Decathlon employees, as well as content marketing, social media content and a redesigned careers page on its website.
“Thanks to Camden we’ve been able to address the issue of our employer brand for the first time since we launched in Canada,” said Maéva Reffo, human resources lead at Decathlon. “We wanted this campaign to be 100% aligned with the Decathlon brand: authentic, fun, quirky, and especially focused on our people. This first Quebec rollout finally enables us to create awareness around the reasons to join Decathlon using an employer brand that has great potential to evolve in the future.”