This is a company profile and recruitment strategy paper on Nike Inc. It offers the details of their recruitment strategies. The company typically wishes to instill active lifestyles on their employees by offering them the choice of working out during lunch and giving them information on athletes who sport Nike products.
Nike Inc., founded by Phil Knight and Bill Bowerman in 1962 was partnered under the name, Blue Ribbon Sports (Carbasho & Greenwood Press (Westport, Conn.), 2010, p. 25). Back then their motto was to dispense affordable high-quality athletic shoes to Americans buyers in an effort to disrupt Germany's control of the domestic industry. From there the company has grown to what it is now, a name synonymous wit sneakers and athletic gear. And with it has developed a human capital recruitment philosophy based on fitness and athletics where employees feel the team spirit and being a part of a team. Their methods and techniques often include allowing employees an extra half hour for their lunch break to get in a workout. Their motto is promoting not just a product, but a lifestyle that they also want to see in their employees.
The now famous "Just Do It" mantra of Nike is a philosophy of active lifestyle. They want customers who buy their athletic shoes and clothes to be healthy, active, inspired. They reflect that in their company by letting employees work out and play sports during their lunch break. In fact, all new employees watch a video of sports highlights followed by a soundtrack that discourses the soul of the athlete and the competitive inner self.
Additionally, management sends regular emails updating employees on the current successes of Nike-sponsored athletes, and frequently receives spokespeople to inspire and acknowledge its staff for offerings to the sports world. It is not shocking that an athletic background aids a prospective employee. Often, when prospective employees look for work with specific companies, they highlight certain attributes in order to gain the employer's attention. Using keywords, like for Nike, athletic, fitness enthusiast, will drive a prospective employees chances of being interviewed higher than that of someone with no athletic background or keyword use. "The new imperative is to present your professional skills as attractively as possible, packing your profile with keywords (marketing manager, global sourcing specialist) that will send your name to the top of recruiters' searches" (Cascio, 2013, p. 199).
This brings into perspective whether or not this kind of philosophy is effective. When looking at some Nike stores, the employees do not look like they lead an athletic lifestyle. Some were even noticed to be overweight and lethargic. If Nike Inc. is so keen on promoting an active lifestyle, especially in their employees, why is it some employees are not representing that active lifestyle?
Other successful companies like Google promote teamwork much like Nike Inc. tries to, through keeping the company emblem on screensavers, uniforms, etc., but they do not seem to provide adequate techniques for promoting teamwork amongst the employees. Google Inc. allows its employees input in designing rooms for their buildings, being a part of a team and having fun (Vise & Malseed, 2005, p. 35). In chapter 7 of Part 2 Employment the author states: "In the most admired companies, such as Apple, Google, Procter & Gamble, Amazon.com, Starbucks, Intel, FedEx, Netflix, and Southwest Airlines, the key priorities were teamwork, customer focus, and fair treatment of employees, initiative and innovation" (Cascio, 2013, p. 235). Nike focuses too heavily on promoting a lifestyle it doesn't instill fully in its employees.
Most people are not athletic, especially in America, and do not live an active, healthy lifestyle. When recruiting their employees, Nike might have problems with employees not living up to the kind of lifestyle they wish to represent in their company. Perhaps including a technique that emphasizes further the quality of the product and enhanced customer service along with increased employee benefits will allow for less employee, company issues and better overall employee output. "Companies such as IBM and Procter & Gamble have a strong marketing orientation, and their staffing decisions tend to reflect this value" (Cascio, 2013, p. 238).
Staffing is key to bettering or worsening a company. Choosing staff based on customer service for Nike is important rather than trying to promote through its employees an active lifestyle. Although Nike Inc. wishes to focus primarily on quality of their products and employees, the reality is the quality has diminished in both, especially its employees. The employees are stressed, overweight, and lack customer service. Allowing employees an additional half hour for lunch and reminding them weekly of athletes who wear Nike is not enough to continue their vision of fitness and apparel.
For Nike Inc. To truly have an improved employee pool and higher profits, it should not only higher based on customer service, but also offer company perks that will aid them in leading a healthy lifestyle. Discounted gym memberships, teamwork retreats, even day excursions or camps can help any employee feel more a part of the team at Nike and also feel like they are progressing, advancing in their job. After all, employees need to feel appreciated for their work and their effort (Narver & Slater, 1990, p. 22). Nike's appreciation of its employees is subpar compared to Google and even Apple.
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