Attracting Elite Athletes to Intel￼
Stories Incorporated helped capture stories and create content for attracting athletes to work at Intel.
Intel is one of the world’s biggest and best innovators, often looked to as a major thought leader in business – not just semiconductors. Since 1968, Intel has been changing the world by developing ground-breaking technologies while creating an entrepreneurial culture. Many leadership best practices today originated from Intel.
As a leading innovator of all things, Intel is one of the first companies to recognize the importance of both employer branding and recruitment marketing. Today they have a sophisticated global team, broken into recruitment marketing and employer branding capabilities. Stories from the company’s 120,000+ team members all over the world provide an inside perspective and basis for compelling content.
Stories Incorporated Supports Intel’s Talent Attraction and Employer Brand Efforts
Since 2021, Stories Inc. has been helping bring Intel’s tech-focused, inclusive and unique employer brand to life. The Intel external communications and employer brand team, along with the Intel talent marketing team, approached Stories to serve as extensions of their team to uncover and capture team member stories. Stories Inc. has helped the Intel team uncover compelling employee stories and developed content libraries of videos, photos, blogs and newsletter communications. These content pieces show candidates and current team members the real Intel employee experience.
Intel’s Support of the Olympics and Athlete Recruitment Goals
Intel respects the contributions from the athlete community and understands the unique perspective they bring to the technology sector. Additionally, Intel is a member of The Olympic Partners (TOP) program – the highest level of Olympic sponsorship — and works with the International Olympic Committee (IOC) to bring innovations that shape the future of the Games. Through this sponsorship, Intel participates in the Athlete 365 mentorship program, focused on engaging athletes in the professional world, and their recruitment team has a goal of attracting athletes to work at Intel.
When the 2020 Summer Olympics and Paralympics were re-scheduled for July 2021 (postponed by a year due to the global pandemic), Intel’s employer brand team saw an innovative opportunity to showcase their inspiring employee experience and values. A campaign based on the stories of athletes in their community would be ideal content for brand awareness during the Olympics season and beyond. Additionally, it would also help their team fulfill a niche recruiting need: a pipeline of future talent who are or who have been elite athletes.
Intel identified four elite athletes amongst their community whom Stories Incorporated was tasked with profiling:
• Ashton Eaton — two-time Olympic Gold Medalist in the decathlon and Intel product development engineer
• Pawel Tarnowski — professional windsurfer and Intel sales account manager
• Lex Gillette — five-time Paralympic Medalist, four-time World Champion long jumper and team member with Intel’s Olympic Technology Group
• Janne Müller-Wieland — Olympic bronze medalist in field hockey and Intel Technology in Sports ambassador
Themes of Pursuing Passions at Work and in the Games
By showing these team members in action both at work and in their competitive endeavors, Intel could show candidates the unique Intel employee experience while also supporting the Games.
In order to give cultural insight to candidates, while adhering to stringent rules about working with and promoting Olympians, Stories focused on capturing stories focused on one singular topic: how athletics prepared them for the corporate world.
Due to their training schedules, it was necessary for Stories Inc. to conduct the interviews and film the athletes in a short time frame. Ashton Eaton, Pawel Tarnowski and Janne Müller-Wieland’s interviews were filmed virtually, and Lex Gillette was interviewed and filmed in person.
Sharing the Stories on Intel’s Social Platforms
Intel asked Stories to optimize the content for the following social channels:
- Intel Corporation LinkedIn
- WeAreIntel Instagram
- WeAreIntel Facebook
- WeAreIntel Twitter
- WeAreIntel Blog
The project resulted in 11 videos, customized and optimized per social channel:
- Tech Advancing Sports — Long Version
- Tech Advancing Sports — Short Version
- Intel’s Support for Athletes
- Smooth Sailing: Pawel Tarnowski
- From Windsurfing to Sales at Intel: Pawel Tarnowski
- Athlete 365: Lex Gillette
- Technology Has Helped Me: Lex Gillette
- We Bring Our Best for the Team: Janne Müller-Wieland
- The Links Between Sports and Business: Janne Müller-Wieland
- Willing to Take Risks: Ashton Eaton
- Tech’s Impact: Ashton Eaton
And, three blog posts:
- Smooth Sailing: From Windsurfing to a Career in Sales
- Taking Off: A Paralympic Long Jumper Finds a Career with Purpose at Intel
- There’s No “I” in “Team”
This content library has provided, at last count, over 50 different shares across Intel’s social platforms.
These social stories were shared during the summer Olympic Games to celebrate their team members’ accomplishments. And now, these stories continue to show Intel’s support for hiring athletes and helping them build successful professional careers.