Some projects are so immense that you don’t know where to begin. A six-continent, multi-platform social media strategy is an immense undertaking. When you are a multinational business, employer branding can be especially difficult because you want to maintain a consistent identity while still speaking to the cultural needs of each potential employee.
Unilever had this challenge with their employer branding on social media, so they called Universum for help. By walking through a series of carefully considered steps, Unilever was able to double its incoming applications over a 60 day period for their graduate intake program, called The Quest, a local variation of the Future Leaders League. Here is a brief overview of the process, which you can use to inform your own social media plan.
The first thing Unilever and Universum did was evaluate their recruiting environment. They quickly understood that their strategy needed the following characteristics:
Once Unilever and Universum identified the components of their social media strategy, they could determine the steps they needed to take. The plan was designed to focus on Facebook but also feature Instagram because Universum data informed the team that it was an important, emerging platform in the countries where Unilever wanted to have a stronger presence. Both groups wanted the campaign to be responsive to the conditions in each country and make adjustments based on the reactions their efforts received using Universum’s agile micro-moment technique. As a result, they decided on a series of micro-campaigns as opposed to one big launch.
The campaign was called “The Quest” and targeted graduate school candidates. The Quest was a series of case study competitions that led to valuable prizes for the winning team. Each of the micro-campaigns authored by Unilever and Universum were launched on both Facebook and Instagram. These paid social media micro-campaigns aided organic outreach because participants interacted with posts and consequently contributed to greater organic reach. This helps build deeper content awareness and turns an audience from passive to active participants.
Each action was scrutinized and measured daily, ensuring Unilever was getting the results it wanted. Weekly sprint planning sessions were held by Universum internally, with biweekly strategy stand-ups with both companies participating. Measurement cues were developed to answer the following questions for each social recruiting effort:
After reviewing the data from step four, Universum made adjustments so that each of its five micro-campaigns were unique and updated based on the conditions of and response to the competitions.
These efforts resulted in a 122 percent growth rate in applications across the board and gave Unilever unprecedented access to high-level talent. If you need help activating your own social media plan, contact Universum today.