Having a successful employer brand is something that many businesses are struggling with. How do you attract the best talent? How do you tell your brand’s story? How do you increase applications? If you’ve ever been stuck pondering these questions, join the majority of large businesses, struggling with the same issues. However, some brands have got this employer brand storytelling down to a tee, and it’s not through the traditional channels that you might expect! They’re using the hottest and most relevant app of the hour – Snapchat.
Taco Bell is one of the most famous brands on Snapchat. They’ve broken records with their sponsored filters and made waves in the creative community. They’ve used Snapchat for employer branding and also showcase products from their infamous menu. One of their most popular employer branding campaigns was an intern job opening that they advertised on Snapchat.
“We aren’t just looking for anyone who knows how to Snapchat and tweet, though. We are looking for someone that is obsessed with Taco Bell,” the job posting read, “Whether it’s being the first large brand on Snapchat or creating a Change.org petition for a taco emoji, we are looking for unconventional and creative thinking”.
saw Taco Bell's snapchat….. I WANNA BE AN INTERN FOR TACO BELL ?????????
— Nikki (@nikkilune) September 4, 2015
General Electric is a B2B brand that is famous for its creative use of all social media channels. The Snapchat stories are a cut above the rest. As well as daily interesting stories and regular special guests, the team also shows off the more personal side of the business. Recently they recorded their day at a university recruitment fair, through a series of Snapchat stories, colourfully illustrated using Snapchat’s doodling tool.
— Nasdaq (@NASDAQ) October 16, 2016
Vayner Media – Gary Vaynerchuck’s agency – takes a very personal approach when it comes to their Snapchat content. The stories are made up of different employees from the business, showing you around, giving their own personal commentary on what life is like at the agency. I think this works very well – showing off the brand’s personal side will mean that potential employees could place themselves in a potential role, meaning they are more likely to apply.
Employees of various experience levels get to take over the Snapchat stories, so whether it’s a grad, intern or Gary V himself – there’s always someone new.
— Melissa Moriarty (@melissamoriarty) May 19, 2016
Aer Lingus uses Snapchat to show off the humans behind the brand. Most budget airlines have a hard job when it comes to social – they need the people in place to reply to customer service queries and complaints. Aer Lingus use Facebook & Twitter for this – but use Snapchat purely for showing off the ‘behind the scenes’ of the brand. They regularly take part in charity events and other fun activities, all which they share on Snapchat.
— Aer Lingus (@AerLingus) March 17, 2015
Amazon uses Snapchat similarly to General Electric. As well as showcasing products, the brand also shares office jokes with followers, which gives a nice insight into life at the company. The office seems like a really cool place to work, and the fact that they have a dog-friendly office makes it even more attractive as an employer!
— Susan Rouser (@srouser) June 26, 2015
So whether you’re looking for a way to show everyone the culture behind your brand, advertise a new role or simply show-off a product – Snapchat is where you need to be. Tell us your favourite and least favorite thing about Snapchat in the comments below.
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