Employer Branding Social Media Strategy

Company: August Jackson

My Role: Marketing Manager

CHALLENGE

In designing our employer brand social media strategy to showcase the August Jackson culture and workplace, we wanted potential employees to understand the company’s unique community, values and mission as an agency that “puts purpose into practice.”

SOLUTION

We focused on LinkedIn, Instagram and Twitter as our primary social platforms and we shared a mix of stories, photos and videos showcasing:

· Employee recognition during special occasions/milestones

· Employees in the office, working onsite, at industry events, or at company social events

· New hires who have recently joined the team

· Interesting projects our team has been working on

· Awards and recognition we achieved

· Thought leadership pieces written by employees or featuring employee interviews

Another goal was to ensure that all posts laddered up to the AJ Principles and that these principles were represented in a balanced way across our social media calendar.

Content Planning Process

I created a detailed content calendar of culture spotlights, including AJ events, social gatherings, holidays and any other specific occasions we wanted to highlight. This calendar continued to morph and grow with each passing week, as new organic team moments arose.

Through our instant messaging platform (Slack), I created an #AJCulture channel where employees would share photos for us to post on social channels. When I would release new posts, I’d also reshare them on Slack and encourage the team to share/engage (in order to expand the reach of our posts through our employees’ personal networks).

I also led a quarterly photoshoot (at both our Chicago and Baltimore locations) and I would capture candid photos of the team in the AJ office, either working, in meetings, or interacting with each other. These images were not only helpful for social media, but could be used as feature images for blog posts, in presentations or on our Glassdoor profile.

IMPACT

In 2019, social media referral traffic from LinkedIn to our Careers page on our website increased by 59%. Social media traffic from Instagram to our Careers page on our website increased by 115%. We also had an increase in career-based web inquiries by 37%.

Anecdotally, a recent new employee said: “I had found the job posting on LinkedIn, and didn’t know much about August Jackson. So I checked out your page and it just looked like a really fun place to work. It seemed like you guys really, genuinely liked each other and loved being together. That’s exactly what I was looking for in my next job.”

LinkedIn Sample Posts

Instagram Sample Posts