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our Instagram account to capture
and display what their lives are like
at HubSpot,” says Riley Stefano, a
culture content creator on HubSpot’s
employer brand team. “They become
a living demonstration of our culture
and provide full transparency about
what it’s like to work here.”
HubSpot employees receive tips
and ideas for creating Instagram
content as well as do’s and dont’s for
conducting the takeover, Stefano
says, before the employer’s branding
and recruiting teams turn them loose
on the site.
Cisco also is a believer in Instagram
takeovers. “It’s OK to take risks,”
Phillips says. “It wasn’t easy at ;rst
giving over social media passwords
to non-social-media experts in the
company. But we savor the 99 percent
of the time that things go right during
takeovers and plan for the 1 percent
where they might go wrong.”
MEASURING RETURN ON
Recruiting functions use a variety of
ways to gauge the impact of visual
storytelling on recruiting goals.
HR leaders at Cisco measure how the
organization’s social media channels
in;uence all phases of its recruiting
funnel. “We use metrics like ‘reach’
and ‘impressions’ to assess whether
we are getting awareness about our
culture and our job opportunities,”
Phillips says. Recruiters also track engagement rates, or how many followers are interacting with the company
online. When using the Instagram
Stories feature, Cisco measures viewer
completion rates to determine which
content is resonating with audiences.
“Of course, we also want to drive
the number of viewers who apply,”
Phillips says. “We’ve just started
tracking how many job applications
come through our social channels
with a new tracking capability on our
Godbold has seen strong results
from a recent Instagram campaign
designed to ;nd candidates for food
and beverage jobs. A series called
#DiaryOf TheCraft spotlights em-
ployees in food and beverage roles
and the innovation happening in
Marriott kitchens and bars around
The campaign points viewers to
Marriott’s careers website to learn
more about job opportunities. Since
the series launched in early 2018, it
has received over 2 million views and
over 14 million social impressions,
For Marriott’s talent acquisition
team, that all adds up to a pretty
Dave Zielinski is a freelance business
writer in Minneapolis.