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We like it (WHQ) so much, we've stayed for 30 years. Nike's 175-acre World Headquarters (WHQ) reflects the pride, creative spirit, and technically advanced world of the planet's best sports company. WHQ is more than just a place to work. It is more than a campus of full-service facilities designed and organized to support job performance in a comfortable work environment. It's a place infused with a vibrant quality of life, populated by passionate people - passionate about Nike, about sports and fitness, about the products we build. Just minutes from downtown Portland, World Headquarters combines the best of urban and outdoor life, in a healthy environment for work, play and life in general.
- From The Nike website

So far, so good. Nice smooth enthusiastic selling.

As our Grassroots Soccer Representative, you'll partner with Sports Marketing management to help oversee and service grassroots relationships and programs within the Western region. You'll build and maintain relationships with business partners, including men's college and youth clubs. You'll also develop an understanding of Nike's category Vision and Sports Marketing strategies; support the key initiatives set forth by the Grassroots Sports Marketing Manager; redefine and innovate the industry standard of servicing youth clubs, colleges, coaches and associations while staying on the cutting edge of new developments in the soccer and sports marketing industries. This opportunity also involves creating an emotional connection with young soccer players in order to support the category vision and marketing efforts of our Footwear, Apparel and Equipment teams. In addition, you'll provide product feedback to the appropriate Product Marketing teams and assist our Pro Manager with athlete services in the Los Angeles area.
From The Nike Grassroots Soccer Representative Job Description

Always fantasizing about being a soccer coach, we were juiced and clicked the "Apply Online" Button. The positive experience and high expectations began to fade.

First, we were confronted with a "Registration Page". The implicit message: you cannot look for a job here without giving us your email address. We didn't know they needed to protect the job description.

It got worse. It took us four tries to get the password correct. It turned out that the browser was set to scroll past the little tiny detail that a "good" password contained at least 6 characters. The clumsy registration process is very effective at chasing off modestly interested visitors.

We filled out the registration stuff and clicked. Then we waited and awaited. Ultimately, we were rewarded with a blank screen. The tiresome and frustrating process took nearly half an hour to complete. When finished, we were again rewarded:

I understand that this employment application is not a contract of employment and that if hired, I may voluntarily leave employment and that NIKE, Inc. may terminate my employment at any time for any reason. Any oral or written statements made to the contrary are not to be construed as contracts of employment and are not recognized or authorized by NIKE, Inc., unless in writing and specifically approved by NIKE's Chairman, President or Vice President.

Or, in English, "No matter what the recruiter tells you, don't believe it unless the big big boss has signed off on it."

It's amazing that a company with such great branding expertise has so little control of its employment brand. The basic application process is broken and chases away good potential employees. The legalese at the conclusion of the process leaves a very sour taste in the mouth.

The lesson here is that the technology you use for your web platform is a piece of the branding equation. The other lesson is that you ought to have some teenagers review your online hiring process. They're liable to tell you the truth about the hassles and perceptions in the process. You'd think that with all of the marketing skill available at Nike that they would have used at least one focus group.

You can destroy the credibility of your successful brand by flubbing the employment brand part of the equation.

Donna Troisi tracks appointments, placements and calendar events in the Bugler.

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