Overview

This job contributes to REI’s success by defining and articulating the unique brand that current and prospective employees will experience while working at the co-op. The Employer Brand Senior Program Manager will cultivate the Employee Value Proposition (EVP) and ensure it is clearly and consistently represented through internal and external communications and infused into our Employer Brand and Recruitment Marketing efforts. The ideal candidate is a collaborative, progressive thinker skilled at developing long term employee-centric brand solutions and partnering closely with leaders and teams across multiple divisions to create and drive these solutions forward. This role will drive the strategy and plan for all employer brand work, including management of our vendors and platform partners, to bring creative plans to life. This role also entails driving daily operations, content creation, programmatic advertising, social campaigns, events and strategic programs that attract, engage, hire and retain talent. Ultimately, this role utilizes data, insights, and storytelling to increase REI’s brand awareness as an employer of choice, simultaneously improving employee advocacy and career site traffic and applications of quality candidates, in service of the co-op’s purpose and priorities.

This role will work closely with cross-functional stakeholders across Human Resources to build and maintain the EVP, partner with Marketing and Communications to ensure a consistent Employer Brand experience and ensure alignment with Talent Acquisition and DEI related to Recruitment Marketing efforts. Models and acts in accordance with REI’s guiding values and mission.

Responsibilities And Qualifications

Evolve and refine REI’s EVP, employer brand, and recruitment marketing strategies to authentically reflect the co-op's culture and values
Partner with other HR leaders (TA, DEI, Total Rewards, etc.) and internal stakeholders to refine and deliver on the roadmap and content, ensuring clear governance and enabling a cohesive strategy
Set and deliver program milestones and establish a regular review cadence to report on the state and impact of work
Develop storytelling materials, such as videos and social media campaigns, with creative teams to create engaging collateral that resonates with audiences and aligns to REI brand standards
Oversee partnership with recruitment marketing vendor and other platform partners to build and implement campaigns, in alignment with our Talent Acquisition strategy
Partner with Marketing and Comms teams to enhance thought leadership and brand visibility through strategic opportunities, including partnerships, brand awareness activities, and industry events
Drive alignment and act as a central representative for planning, communication, and the advancement of Employer Brand within key partner divisions
Partner with Talent Acquisition and Tech teams to ensure our Careers Site is consistent and accurate
Oversee REI’s presence on platforms like Glassdoor, Indeed and LinkedIn, ensuring a consistent employer brand
Analyze engagement and brand data to measure the success of initiatives and adjust strategies as needed
Provide solutions and make prioritization decisions balancing employee experience, brand experience, and business value

Required Skills & Experience

Bachelor’s degree
7+ years’ experience in employer branding, marketing, or related roles with expertise in brand-building and storytelling
3+ years’ experience in project management, process improvement and implementation of strategic initiatives
Experience navigating within Human Resources functions and with cross-divisional partners and programs
Experience managing a Recruitment Marketing vendor and/or in-house creative teams
Experience with graphic design and UX
Experience managing a large budget across multiple media and vendor outlets
Strong analytical skills to evaluate data and metrics and drive improvements for optimal outcomes
Experience owning program strategy, end to end delivery, and communicating results to senior stakeholders
Demonstrated leadership skills and proven ability to flex between strategic thinking and effective execution
Strong organizational and planning capabilities - logical and structured, with strong attention to detail
Proficient in using Excel and PowerPoint to summarize data and insights
Familiarity with tools like Google Analytics and social media platforms like LinkedIn, Indeed and Glassdoor; knowledge of digital and traditional marketing channels
Outstanding verbal and written communication skills and ability to craft authentic, compelling, and engaging stories
Ability to build and foster strong relationships across the organization, from individual contributors to senior management
Actively participates and collaborates with others on one's own team and across REI for the achievement of business goals
Flexible in one's viewpoints and positions in order to support the direction taken by others at REI
Uses business knowledge, innovative thinking, and sound judgment in the solution of problems or the pursuit of business opportunities
Consolidates information from various sources including feedback from others to reach sound decisions
Considers the ultimate impact of decisions and actions on internal and external customers
Works smart by setting effective work goals, establishing priorities, and planning well in order to produce quality work
Executes effectively by using resources efficiently, meeting deadlines, and keeping others informed of work plans and progress toward goals
Clearly conveys and accurately receives information by a variety of methods and in various situations
Builds rapport with all kinds of people inside and outside the organization
Acts upon opportunities and involves and influences others in the accomplishment of worthwhile organizational goals
Challenges the status quo, champions change and influences others to change

Preferred Qualifications

Experience in retail recruiting program management
Experience utilizing ATS and CRM tools such as iCIMs

Closing

At REI, we believe the outdoors is for all. We are committed to becoming a fully inclusive, anti-racist, multicultural organization. We know that there's strength in our diversity – that each employee brings unique skills, experiences, and perspectives. Every day you are driving change, fostering a culture of respect, and knowing you're backed by benefits that support your whole life. To work towards this commitment and fulfill our brand promise of inspiring and enabling a life outside for everyone, we seek employees who demonstrate different ways of working, create a sense of belonging, and actively listen and learn.

Pay Transparency

We are committed to practices that promote pay equity and transparency. As required by applicable Pay Transparency laws, REI provides a range of compensation for roles that may be hired in locations under these requirements. Factors that may be used to determine your actual salary may include a wide array of factors, including: your specific skills and experience, geographic location or other relevant factors.

REI offers all regular employees a generous employee discount, access to health benefits, a retirement savings plan and accrued time off. Click here for a detailed overview of benefits plans by employee profile.

Pay Range

$113,200.00 - $181,100.00 per year

REI

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Employer Brand Senior Program Manager