PURPOSE

As a strategic brand expert, you will hold responsibility for designing and leading all aspects of global employer brand strategy, recruitment marketing, communications & design such as adidas’s reputation as an employer, and its value proposition to its employees. With a savviness for marketing, you will use advertising and marketing to articulate adidas’s culture in a way that resonates externally and internally to attract and keep the right talent.

This will encompass facilitating a close collaboration with Talent and HR strategy on the portfolio of acquisition, learning, leadership, development, engagement, and experience frameworks & programs to retain, develop and attract top talent.
You will develop and communicate the adidas employer brand to internal and external audiences across a variety of traditional and emerging media. Moreover, you will take the lead with the employer brand agency and team in conceptualizing and developing talent communications through immersive storytelling and design excellence.

In addition, you will be tasked with providing leadership to the team, helping them deliver on mandates against tight timelines and competing priorities as well as maintaining a portfolio of projects to work on yourself as well. As a leader of the team, you will provide the team with all the necessary structure and resources to support the team and ensure they are equipped to perform at the highest level. Moreover, you will consistently provide support and guidance to further elevate their capabilities and competencies.
As an adidas leader, you will role model our values through courageous and innovative leadership and mindset and enabling ownership.

KEY RESPONSIBILITIES

• Define and evolve the adidas employer branding framework and the brand segmentation toolkits, aligning the approach with various HR & talent functions, brand and corporate communications and key business units.
• Lead targeted global recruitment marketing campaigns and equip local teams with the skills, tools and guardrails to create and drive best in class campaigns.
• Design the global social media ecosystem for Talent Acquisition and establish the adidas digital footprint for recruitment marketing, drawing upon best practice knowledge and experience teams.
• Partner with regional Talent partners to develop an employee advocacy strategy to increase employee engagement and embed communications, tools & programs aimed at ensuring a positive candidate & employee experience.
• Manage the creative team in the design, communications and embedding of toolkits, templates, guidance and assets in regional Talent teams, ensuring impactful and consistent execution of brand experience & messaging.
• Provide (and embed) guidelines and governance around the creation and maintenance of careers websites, social media channels and recruitment campaign microsites.
• Collaborate with various internal stakeholders on the effectiveness, design and communication of programs that impact key moments that matter in the employee journey.
• Act as a trend-spotter and influencer in innovative employer brand strategy and design
• Define and consistently measure KPIs for employer branding and recruitment marketing effectiveness.

KEY RELATIONSHIPS

• TAEE Leadership Team
• Global HR Talent leads
• Global Communications
• Brand Design & Brand Communications
• Agency Partners

IDEAL EXPERIENCE

• Minimum of 10 years’ experience working in an international / global organization
• Route up in employer branding, brand communications or communications roles, increasing on responsibility with each role
• Minimum 5 years’ experience managing nimble teams (up to 10 people) of functional experts (in the areas of recruitment marketing, branding or recruitment communications) to deliver against projects and tight timelines.
• Experienced in leading projects involving internal and external creatives and utilizing design skills (e.g. ideation, typography, layout, color theory, contrast, spatial, visual presentation/speaking skills)
• Strong international mindset, having worked across different countries / regions.
• Knowledgeable about managing diversity & inclusion from an employer branding perspective and understanding of Inclusivity in hiring.
• Min Ba/ Ma degree in Marketing, Communications, Business or related studies
• Strong written and verbal communication skills in English
• Ability to ideate and write stories.
• Ability to recognize, write and inspire great copy.

KEY MEASURE OF SUCCESS

EMPLOYER BRANDING

• Grow our followers on social media by 40% year on year
• Increasingly drive traffic to our Career Site year on year improvement
• Conduct annual google analytics review of careers website and show year-on-year improvement of candidate experience.
• Conduct minimum of 3-5 targeted campaigns with positive feedback from business stakeholders and recruiters supported.

LEADERSHIP

• Team Engagement
• 360 feedback / stakeholder feedback
• Succession planning and TLU for teams under this director’s remit
• All direct reports will have clear & measurable goals in the system and a development plan.