Nike — Talent Lab

Since 2021, Omek and Nike have been hosting Talent Labs for bicultural students of African descent. The events shake up the traditional recruitment process and foster two-way learning,  sharing, and open conversations.

The challenge

The Nike team was faced with a unique challenge – how to effectively raise awareness about their internship program. In today's environment, students don't rely solely on conventional career websites or university channels. They're more likely to discover brands and internships within communities they trust.

Our approach

What makes this partnership interesting is Omek's extensive Afro Student network, one of the largest in the EU, spanning over 20 associations in countries like the Netherlands, UK, France, and Germany.

Talent Labs serve as an open invitation to the community, drawing individuals who may have never considered Nike as a potential workplace. Here, they can engage directly with Nike's leadership, get an inside look at the company, and gain insight into Nike's core values.

What we did

We created a social media campaign and survey which invited students to share their perspectives on working for global brands like Nike. These insights helped inform the discussion during the Talent Lab.

This multi-part event included discussions with both Nike's leadership and student leaders, ensuring that everyone felt valued and involved. Students could then drop into career workshops, get valuable tips, vocabulary, and ideas on the application and interview process. There was lots of Q&A to make sure attendees walked away with everything they needed to apply.

Key results

These events generate substantial reach, often garnering over 400 registrations and creating more than 250K social media impressions.

After the event the community responded to the momentum and applied. Once the process was finished we saw 10% of the internship group come from the Omek community. It really solidified our partnership and made our collaboration with the community even stronger.