Kat Lynn, Associate Director Marketing & Communications, and Amelia Pardieu, Head of Digital Media, share how to use social media and storytelling to effectively boost your brand presence and communicate with talent in a meaningful way.

1. Social Media and Storytelling
Presence | Purpose
Kat Lynn, Associate Director Marketing &
Communications, Americas
Amelia Pardieu, Head of Digital Media &
Activation, Americas

2. Everyone has an
employer brand.

3. There is a lot of
noise out there.

4. of the world’s internet traffic is
from mobile devices and we
now buy more smartphones
than ‘dumb’ phones
27 billion
WhatsApp messages
are sent every day
pictures are
shared on social
media every day
758
million In early
2014 nearly
3 billion
people
were online
20%
6 billion
hours of video are
watched on YouTube
every month
Facebook has
almost
1.2 billion
users worldwide

5. Is it transformative, or is all the hype
just garbage?
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17
Does social media matter?

6. How many hours a day is talent spending
on social media?
4.3 4.3
3.9
3.8 3.8
3.6
3.5
3.2
3.1
3.0
2.9 2.9
2.7
2.6
2.5 2.5 2.5
2.4
2.2
2.1 2.1 2.1 2.1
2.0
1.9 1.9
1.8
1.7
1.3
0.7
Argentina
Philippines
Mexico
Brazil
Thailand
UAE
Malaysia
SouthAfrica
Vietnam
SaudiArabia
Turkey
Indonesia
UnitedStates
Russia
India
Italy
Singapore
GlobalAverage
UnitedKingdom
Poland
Canada
Australia
Germany
France
Spain
Netherlands
HongKong
China
SouthKorea
Japan
More than you think.
Average numbers of hours per day spent by social media users (16-64)
on all social media channels as of January 2015, by country
GlobalWebIndex; We Are Social | 16-64 years

7. In a recent study conducted by Universum,
studying the popularity of Facebook with the top
200 ranked employer brands in America, we found
that there was a 560% growth in the number of
employers speaking to talent on Facebook over
the last 24 months.
These social employers produced over 25,000
posts, photos and videos to millions of target
talent.
There is a social media
land-rush happening now
with employers
2010
11 employers
20 employers
25 employers
43 employers
141 employers
2011
2012
2013
2014

8. • Some of the best posts are 10,000 –
100,000x more engaging than the average
• This means that the employers who are
great at this now are getting better.
• And that means it’s going to be
increasingly difficult for you to compete.

9. Social media is now a critical tool for building your employer brand.
The majority of students expect brands to have a social presence and in 2013, 29% of
experienced hires used social media as their primary tool for job searches. Knowing that you
are speaking to the right talent and that your messaging is aligned to the attributes that
students are looking for in an employer are the most important things you can do to be
successful socially. It’s not about page likes (according to Facebook), it’s all about the right
content at the right time.

10. 10
What social media channels do you currently use for
your employer brand?
Facebook
LinkedIn
Twitter
Instagram
Blog platform
Other (please specify in the comments)

12. That’s why employers with the best
CONTENT strategies win
Gen Y’s Attention
Spans are MINIMAL

13. The CULTURE of a company is much more
important to Millennials than a company’s reputation
and image.

14. Your people are your biggest asset.
• Quotes about the benefits of
working for your company
• Behind-the-scenes look at your company
• Blog posts
• Thought leadership and advice from top
management
• Photos celebrating interns and their contributions
• Video testimonials conveying authentic messaging

15. Most employers on social media are
content confused.

20. Branding Recruiting

23. EVP Themed Stories
By creating relevant stories in line with the
target groups desires and needs we raise the
Engagement level and drive meaningful awareness
for your employer brand, distinguishing it from the
competition.
A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels.
Showcase Employee Ambassadors
Your most powerful tool for brand awareness is already in your
hands. The same values told through an ambassador will
resonate better than when told through the brand itself.
2-way Conversation
The most important first step you can take
in social media is to listen before you “speak.”
Social media offers a unique window into the lives
of your target group. Make sure to adapt both content
topics and planning accordingly.

24. EVP Themed Stories
By creating relevant stories in line with the
target groups desires and needs we raise the
Engagement level and drive meaningful awareness
for your employer brand, distinguishing it from the
competition.
A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels.
Showcase Employee Ambassadors
Your most powerful tool for brand awareness is already in your hands.
The same values told through an ambassador will resonate better than
when told through the brand itself.

25. EVP Themed Stories
By creating relevant stories in line with the
target groups desires and needs we raise the
Engagement level and drive meaningful awareness
for your employer brand, distinguishing it from the
competition.
A human-centric content strategy, paired with robust targeting and strong engagement nurturing will super-charge your employer brand on social channels.
Sponsored Content
Through sponsored social media posts,
you can extend the Reach by your content
and stories significantly.
2-way Conversation
The most important first step you can take
in social media is to listen before you “speak.”
Social media offers a unique window into the lives
of your target group. Make sure to adapt both content
topics and planning accordingly.
Supercharged Strategy
Supercharge your social content strategy with thoughtful campaigns
that generate attention and drive interaction.
Showcase Employee Ambassadors
Your most powerful tool for brand awareness is already in your hands.
The same values told through an ambassador will resonate better than
when told through the brand itself.

26. 26
Who primarily manages your social media?
A dedicated (in-house) social media person
A dedicated (in-house) social media team
Another in-house team (i.e. marketing or HR
communications)
A third party agency
Other (please specify in the comments)

27. 27
How much does your company invest in activating your
Employer Brand on digital channels each year?
<$15,000
$15,000 - $50,000
$50,000 - $100,000
>$100,000

28. 65%
of companies surveyed
plan to increase their social
media spending across the
next 5 years.
Source: Outlook 2020, Universum