To attract right-fit talent, DICK’s had to rethink its Employer Brand, offering a candidate-centric experience across all touchpoints. Realising in-person interaction was key to its specialised, high-volume hiring needs, DICK’S enlisted the help of its teammates, who created an in-store experience — National Signing Day — that brought its employer brand to life. Encouraging them on were pre-event internal communications, such as personalised recognition and thank you emails that highlighted individuals’ valued contributions. In order to bridge its online efforts with those in its physical
stores, DICK’S turned to technology. It enlisted a programmatic push, complete with splash ads, career site pop-ups and National Signing Day-of videos shared across social channels in order to further bring the event to life and generate buzz.