storytelling and social media - your talent engagement toolkit

Social Media and Storytelling

Presence | Purpose

Kat Lynn, Associate Director Marketing &

Communications, Americas

Amelia Pardieu, Head of Digital Media &

Activation, Americas

Everyone has an

employer brand.

There is a lot of

noise out there.

of the world’s internet traffic is

from mobile devices and we

now buy more smartphones

than ‘dumb’ phones

27 billionWhatsApp messages

are sent every daypictures are

shared on social

media every day

758million In early

2014 nearly

3 billionpeople

were online

20%

6 billionhours of video are

watched on YouTube

every month

Facebook has

almost

1.2 billionusers worldwide

Is it transformative, or is all the hype

just garbage?

Breakout copy to go here

just like this. Breakout copy

to go here just like this.

Breakout copy to go here

just like this.

17

Does social media matter?

How many hours a day is talent spending on social media?

4.3 4.3

3.9

3.8 3.8

3.6

3.5

3.2

3.1

3.0

2.9 2.9

2.7

2.6

2.5 2.5 2.5

2.4

2.2

2.1 2.1 2.1 2.1

2.0

1.9 1.9

1.8

1.7

1.3

0.7

Arg

entina

Phili

ppin

es

Me

xic

o

Bra

zil

Thaila

nd

UA

E

Ma

laysia

South

Afr

ica

Vie

tnam

Saudi A

rabia

Turk

ey

Indonesia

United S

tate

s

Russia

India

Ita

ly

Sin

gapore

Glo

bal A

vera

ge

United K

ingdom

Pola

nd

Canada

Austr

alia

Germ

any

Fra

nce

Spain

Neth

erlan

ds

Hong K

ong

Chin

a

South

Kore

a

Japan

More than you think.Average numbers of hours per day spent by social media users (16-64)

on all social media channels as of January 2015, by country

GlobalWebIndex; We Are Social | 16-64 years

In a recent study conducted by Universum,

studying the popularity of Facebook with the top

200 ranked employer brands in America, we found

that there was a 560% growth in the number of

employers speaking to talent on Facebook over

the last 24 months.

These social employers produced over 25,000

posts, photos and videos to millions of target

talent.

There is a social media land-rush happening now with employers

2010 2011 2012 2013 2014

201011 employers

20 employers

25 employers

43 employers

141 employers

2011

2012

2013

2014

• Some of the best posts are 10,000 –

100,000x more engaging than the average

• This means that the employers who are

great at this now are getting better.

• And that means it’s going to be

increasingly difficult for you to compete.

Social media is now a critical tool for building your employer brand.

The majority of students expect brands to have a social presence and in 2013, 29% of

experienced hires used social media as their primary tool for job searches. Knowing that you

are speaking to the right talent and that your messaging is aligned to the attributes that

students are looking for in an employer are the most important things you can do to be

successful socially. It’s not about page likes (according to Facebook), it’s all about the right

content at the right time.

10

What social media channels do you currently use for your employer brand?

FacebookLinkedInTwitter

InstagramBlog platform

Other (please specify in the comments)

That’s why employers with the best

CONTENT strategies win

Gen Y’s Attention

Spans are MINIMAL

The CULTURE of a company is much more

important to Millennials than a company’s reputation

and image.

Your people are your biggest asset.

• Quotes about the benefits of

working for your company

• Behind-the-scenes look at your company

• Blog posts

• Thought leadership and advice from top

management

• Photos celebrating interns and their contributions

• Video testimonials conveying authentic messaging

Most employers on social media are

content confused.

Branding Recruiting

EVP Themed StoriesBy creating relevant stories in line with thetarget groups desires and needs we raise theEngagement level and drive meaningful awarenessfor your employer brand, distinguishing it from the competition.

A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels.

Showcase Employee AmbassadorsYour most powerful tool for brand awareness is already in your hands. The same values told through an ambassador will resonate better than when told through the brand itself.

2-way ConversationThe most important first step you can take in social media is to listen before you “speak.” Social media offers a unique window into the lives of your target group. Make sure to adapt both content topics and planning accordingly.

EVP Themed StoriesBy creating relevant stories in line with thetarget groups desires and needs we raise theEngagement level and drive meaningful awarenessfor your employer brand, distinguishing it from the competition.

A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels.

Showcase Employee AmbassadorsYour most powerful tool for brand awareness is already in your hands. The same values told through an ambassador will resonate better than when told through the brand itself.

EVP Themed StoriesBy creating relevant stories in line with thetarget groups desires and needs we raise theEngagement level and drive meaningful awarenessfor your employer brand, distinguishing it from the competition.

A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels.

Sponsored ContentThrough sponsored social media posts, you can extend the Reach by your content and stories significantly.

2-way ConversationThe most important first step you can take in social media is to listen before you “speak.” Social media offers a unique window into the lives of your target group. Make sure to adapt both content topics and planning accordingly.

Supercharged StrategySupercharge your social content strategy with thoughtful campaigns that generate attention and drive interaction.

Showcase Employee AmbassadorsYour most powerful tool for brand awareness is already in your hands. The same values told through an ambassador will resonate better than when told through the brand itself.

26

Who primarily manages your social media?

A dedicated (in-house) social media person A dedicated (in-house) social media team

Another in-house team (i.e. marketing or HR communications)

A third party agencyOther (please specify in the comments)

27

How much does your company invest in activating your Employer Brand on digital channels each year?

<$15,000$15,000 - $50,000$50,000 - $100,000

>$100,000

65% of companies surveyed

plan to increase their social

media spending across the

next 5 years.

Source: Outlook 2020, Universum