EMPLOYER BRANDING & SOCIAL MEDIA STRATEGY | PI MARKETING
FOCUS ON YOUNG PROFESSIONALS
As a growing performance based online marketing agency with the ambition to become the very best in the travel branche, PI marketing is focusing on growing and investing in their team. PI marketing wanted to focus on young professionals – people that just graduated or/and have little experience – with their own online communication channels. To make PI marketing an even bigger company they want to bring in the most talented, young professionals to build the best team.
During research, I’ve found some interesting values that young professionals hold dear:
// They value their freedom above everything else
// They have a ‘work to live not live to work’-mentality
To strengthen the employer branding of PI marketing I focused on testimonials of employees and showing what PI can offer young professionals. For this concept I focused on the three biggest social media channels – Instagram, Facebook & LinkedIn – and the website.
It was our goal that at least one young professional would contact PI Marketing per month to inform about a job. This goal was far exceeded.
SOCIAL MEDIA STRATEGY
Even though social media channels are looking more like each other every day, they all have a different function. For every social media channel I set up a different campaign that I would repost or cross over the other social media channels.
On Instagram I shared #HumansofPI photos. As the name suggests, this social media campaign is inspired by Humans of New York, where New Yorkers are photographed and tell something about their lives. For PI marketing I focused on three main themes: how people started working at PI marketing, why they like working here and what they see in their future and that of PI marketing. The goal was to inspire young professionals through storytelling and showing how involved employees are with PI.
// CORE VALUES
PI marketing has several core values they live by. These core values separate a #PIonier from a non-pionier. Another way to show how involved employees are with PI marketing, I shared simple quote-like visuals on Facebook with the core values of PI. In the caption I used a quote of an employee on why this core value is important to them. This combination gave the core values more depth and gives them a meaning with which a young professional can identify with.
LinkedIn was the last big social media network on which PI marketing is active. For LinkedIn I wanted to have a more professional approach. People on LinkedIn want to make connections and share content that is useful to them and others. The testimonials that were shared on LinkedIn are focused on why employees love working at PI marketing. It often focused on the freedom and responsibilities that you get when you work at PI.