Nike was losing ground to other large brands, especially technology companies like Amazon and Apple, when it came to attracting new employee talent. They needed to reach prospective job candidates in a new way, and needed a reimagined website to do it.
After running several immersion sessions and discovery workshops with Nike’s internal teams, as well as research and interviews with job-seekers, we got to the root of the problem: Nike was facing a perception bias as an employer.
We discovered that Nike’s amazing brand was working against them. While revered by consumers, Nike wasn’t equally admired and desired as an employer. Why? Most people saw Nike only as a shoe and apparel company for marketers, designers and former athletes. We needed to change that presumption.