Takeaways from the World Cup: How Nike activates employee engagement

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What You’ll Learn:: 

Employee engagement is a crucial element of internal communications and an organization’s culture. However, the task becomes much more difficult when you consider a large workforce, especially when employees are distributed throughout the nation or world. Kathy Baird, senior director of editorial and experiences, global employee communications at Nike, will share how the organization set out to engage with its 76,000 employees in a unique way while also encouraging team members to go above and beyond. She’ll discuss how Nike’s initiative included five employees traveling to Paris to cover the U.S. Women’s National Soccer Team at the World Cup as “employee reporters”. The impact of these programs produces unique storytelling opportunities, creates enthusiasm around an exclusive experience, and boosts morale. Understand how this type of activation can be replicated regardless of your organization’s size or structure.

You’ll learn:

  • How to increase engagement and highlight employees with unique experiences
  • Tips for providing employee incentives that can work across budgets
  • Ways to reward employees for outstanding contributions with experiences that benefit both them and your organization
  • Ideas for unique and creative ways to incentivize and motivate employee engagement, drawing on current events and trends
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Broadcast: 
October 2019
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Presenter bio: 

Kathy Baird is the senior director of editorial and experiences in the global employee communications team at Nike. She is responsible for creating unique and engaging activations that bring the Nike brand to life for employees through on and offline channels. She focuses on bringing the best of consumer marketing including storytelling, personalization and immersive experiences to the 76,000 employee base around the world at Nike. Baird is a creative marketing communications leader and strategist with more than 20 years of experience in corporate and consumer marketing with a backbone in digital communications. She was previously the managing director and head of the Ogilvy office in Washington, D.C., where she oversaw a cross-functional integrated offering and clients including The Washington Post, Smithsonian Institute, Medela, Mozilla Firefox and Five Guys, among others. Baird previously worked at FleishmanHillard, where she led the integrated marketing team and some of the agency’s largest global accounts, including Visa, Inc. and others. She co-founded an improv comedy theater in 2014, The Unified Scene Theater, which has brought classes and workshops to students and businesses across the U.S. Baird is a tireless champion of diversity and inclusion, committed to directly addressing the gaps faced in the communications industry and designing a more representative workforce that benefits all. She is Lakota/Oneida, a member of the Rosebud Sioux Tribe and a recipient of the 2017 ColorComm Circle Award, the only award of its kind, recognizing women of color who are changing the face of the industry. She serves on the Advisory Council of IllumiNative, a nonprofit working for accurate and authentic portrayal of Native people.