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Engaging the TikTok Generation: How JD Sports Is Building Culture for the Gen Z Workforce



Around 70% of JD Sports’ 90,000-plus colleagues are under 30, and most of them work on the shop floor. How do you get messages to land with them when an hour-long town hall won’t?

In this session from the Engage Employee Summit, Becca DuPont, Group Head of People Experience at JD Sports, talks to Georgie Scott, VP Brand at Blink, about building a culture for the Gen Z workforce without alienating the other four generations.

Becca explains how a mobile-first approach, 45-second CEO videos shot on an iPhone and leaders willing to show their human side led to a 4% rise in communication scores in UK and ROI retail. She also shares how colleagues took over the platform with TikTok trends, Indiana Jones-themed product launches and a home-grown careers podcast, which took one store team member all the way to meeting Prince William. 

Listen for practical lessons on why the future of communication is led by culture, not by comms.

 

 

To register your interest for a free place at the 2027 Engage Employee Summit click here.

Becca DuPont

Becca DuPont

JD Sports Group Head of People Experience
With more than a decade of experience, Becca DuPont is a dynamic, forward‑thinking communications and engagement leader known for crafting clear, compelling narratives for global, multi‑generational workforces. She specializes in turning complex ideas into messages that land with the right audiences across regions and roles at the right moments. Her expertise in executive messaging, organizational storytelling, and employee experience fuels engagement strategies that strengthen business priorities and deepen connection. Her mix of strategic insight, creativity, and operational discipline pushes teams to think bigger and deliver meaningful results, bringing a fresh, people‑centered lens to the evolving world of work.
Georgie Scott

Georgie Scott

Blink VP Brand
Georgie Scott is a B2B marketing leader and the Marketing Director at Blink, where she focuses on employee experience, internal communications, and frontline engagement. With a background in tech, she brings deep expertise in building authentic brand strategies and driving meaningful workplace communication. Georgie also co-hosts the Blink Podcast, where she explores topics around employee engagement and culture.

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