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Orchard creates a unique recruitment campaign for Decathlon

Orchard Advertising, Bangalore, recently created a first-of-its kind digital recruitment campaign for Decathlon Sports India, a subsidiary of Decathlon Sports International, France, that seems to have gone viral.

Anish Daryani, Vice President and Branch Head, Orchard, says, “Our initial brief was to work on a simple recruitment ad. The most obvious thing was to recommend a print campaign that would reach millions of people and invite CVs. However, we identified 2 key challenges. One, that outside Bangalore, not too many people were aware of Decathlon, and so the response a print ad would generate was questionable. Secondly, Decathlon has a strong culture of hiring sports passionate people. Everyone who works at Decathlon, from the sales personnel, to the CEO himself, actively plays and promotes sport. Hence, a print campaign would never allow us to sieve out the sports-passionate people from among the respondents. Our approach, therefore, was to design a digital campaign that would (i) create awareness about Decathlon in India and (ii) get relevant enquiries from people who are passionate about sports.

We chose facebook as a participation platform, with conversations being mirrored on Twitter and Linkedin. The target is to hire 100+ sports enthusiasts over the two-month campaign across departments - Stores/IT/Logistics/Finance/Legal /Real Estate, etc, across the country. The campaign started with an online teaser that ran for 5 days, which spoke of job opportunities for sports lovers. On Day 6, we revealed the recruitment campaign through 5 short films, made specifically for the digital medium. The films showed various sports enthusiasts who were misfits in their current jobs, and were probably better off working for Decathlon where they can find like-minded people who appreciate their passion for sport (https://www.youtube.com/playlist?list=PLAia3DxBn7PoMhQSOAQ9Kn2cyd-CA1zX-). The films, made by production house Nirvana Films, and released on Youtube, were posted for fans to see on FB. All people had to do was to like the “work for sport” page on facebook (https://www.facebook.com/workforsport?fref=ts), and click on the “Apply Now” tab (https://www.facebook.com/workforsport/app_208195102528120). This was a special application created on facebook, which allows one to see jobs available, job descriptions, requisite qualifications, and apply. In addition to this, applicants had to create a video of theirs’, expressing their passion for sport and Decathlon and post a link on the application. We roped in WATConsult, a Mumbai-based digital agency, to develop the application and manage the social media conversations over the two month of the campaign.”

This first of its kind sport recruitment campaign seems to have gone viral, with over 22,500 fans on facebook in under a month. Loads of video applications have started pouring in, selected few of which are being showcased on Youtube (https://www.youtube.com/playlist?list=PLAia3DxBn7PptBTOS_IuYdvFcy9_M-zex).

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