Why Employer Branding Is Now Talent Acquisition in Sports

Candidates don’t just look for jobs anymore, they look for brands they can trust. In 2025, employer branding is no longer a “nice to have”; it has become the heart of talent acquisition. Sports companies that communicate authenticity, inclusion, and purpose attract stronger, more loyal candidates.

From job ads to storytelling​

Traditional job postings no longer inspire applications.

According to LinkedIn, 77% of candidates research a company’s brand before applying, and those who find engaging stories are three times more likely to apply. Sports brands like Patagonia, On Running, and VF Corporation have mastered storytelling to highlight purpose and people. Their campaigns focus on innovation, sustainability, and company culture, not just tasks. This shift transforms recruitment into marketing, turning job ads into authentic brand narratives that drive long-term engagement.

What sports candidates expect​

Today’s sports professionals, especially Gen Z, expect more than a paycheck. Sixty percent of Gen Z applicants prefer employers prioritizing sustainability, well-being, and work-life balance.

A 2024 Glassdoor report revealed that 72% of candidates wouldn’t apply to companies lacking diversity commitments. Sports organizations must adapt by showing how their values are lived daily, through flexible work policies, eco-initiatives, and inclusive leadership. The most successful brands let employees speak directly, humanizing the corporate message and building trust through transparency.

Best practices from sports brands

Leading sports companies are redefining employer branding through tangible proof points.

Patagonia integrates its environmental mission into every HR touchpoint; On Running showcases its global mobility programs; and VF Corporation highlights career growth stories from The North Face and Timberland employees. Decathlon also invests in internal communications, giving every team the tools to be brand ambassadors. These initiatives make their workplaces aspirational and relatable, reinforcing that employer branding is no longer a campaign, it’s a daily practice.

Practical steps for HR

To translate employer branding into effective recruitment, HR teams should focus on four concrete actions: modernise career pages for clarity and authenticity, publish employee testimonials, highlight purpose-driven initiatives like sustainability and inclusion, and ensure consistent visibility at key events such as ISPO, FIBO, and OSV Days.

According to McKinsey, companies that integrate branding with recruitment see up to 50% faster hiring and improved retention. Employer branding has become the competitive advantage in sports recruitment.

Employer branding is now the frontline of talent acquisition. In the competitive sports industry, authenticity beats slogans. Companies that communicate genuine values and employee experiences will attract and retain the best talent.