Employee Brand Experience and Engagement
NIKE held its first ever, employee-centric Career Day for 2,000 Global Finance & Strategy employees. The experience was focused on engaging employees to learn more about their function and potential opportunities to ignite their future.
I led a marketing communications team, responsible for the entire employee brand experience. This included, but was not limited to, brand concept, content creation, creative and physical execution along with post-event reflection and metrics.
While the employee experience was the focus, I was also accountable for ensuring executive alignment across multiple functions as well as supporting manager readiness for people leaders to engage their teams.
I was both responsible and accountable for ensuring our Finance Executives and Nike HR Executives were committed and aligned to this event, which was the first of its kind across any function in the entire company. While the hyperlinks in the above screen shot are no longer available, they provide insight into the specific activities engaged pre-event. I developed an executive brief to explain the What/Why/How/When/Who scenario along with a detailed budget and workback schedule to ensure success. I led the overarching creative direction while members of my team were responsible for the creative concept, visual center and physical and digital creative execution.
Over 20 Manager Readiness sessions were held for 150+ people managers. The objective was to coach them on how to engage their direct reports with with career discussions in advance of the event. HR was responsible for the curriculum for these sessions and I finalized and packaged the content to create a holistic, relevant and engaging flow. I also created all the pre, during and post-readiness messaging and communications delivery to this specific audience with the goal of 95% engagement and attendance.
I worked with 10 Executive Finance Leadership Team members along with several of their Sr. Leader direct reports to engage with employees the morning of the event in “Make Sport a Daily Habit” activities. One element of the employee experience was direct leadership engagement with employees, most of whom had never personally met the Executive Leadership team. Creating a social and wellness environment in advance of business activities allowed for a more authentic interaction and atmosphere between both audiences. I created talking points, tailored to each leader, to help guide a consistent discussion without minimizing the authenticity of conversations. In addition, I was responsible for the entire experience from collaborating with Nike’s gyms and trainers to lead the activities, digital registration and coordination, brand giveaways, etc.
To kick off the event, 10 Nike Executives (across multiple functions), gave a one-hour presentation to the 2,000 person audience in Nike’s Tiger Woods auditorium. I developed and executed all required logistical needs in advance of this session which were extremely complex and detail oriented. Logistics included executive briefs, script development, video development, minute-by-minute detailed Run of Show, dry-run prep, presentation content and delivery, collaboration with the technical A/V team, etc.
After the presentation, the audience spent the next four hours rotating across 12 venues and workshops to learn more about their function, meet leadership and understand potential opportunities to ignite their career. As mentioned, HR and Learning & Development were responsible for the curriculum development during these sessions. I was responsible for the content finalization and packaging of the curriculum. In addition, my team worked in advance to design the layout, format and creative experience for the showcase and then ensured the flow, energy and overarching employee experience during the actual showcase.