Today, most organizations are embracing social media strategies and tactics to enhance and promote their employer brands. Facebook campaigns, Twitter hash-tagged conversations and Instagram promotions are all fantastic for certain audiences, but one relative newcomer to the social media landscape is starting to take hold: Snapchat.
50% of the workforce will be comprised of millennials by 2020. Snapchat has more than 50% active market penetration in this age demographic.
What is Snapchat?
Snapchat is a photo and video messaging application in which users can take photos or shoot videos, and add text and graphics to make “Snaps”. The user then sends the “Snap” to a controlled list of followers or recipients. The user can set an allowable viewing time limit (from 1 to 10 seconds) for Snap recipients, after which the message disappears. Users can also create Snapchat Stories in which they can create a running story with pictures or videos. In the words of Snapchat founder and CEO Evan Spiegel, “It’s all about talking with pictures and expressing yourself in the moment.”
Who uses it?
According to Snapchat in May 2014, the app’s users were sending 700 million photos and videos per day, while Snapchat Stories content was being viewed 500 million times per day. The company has a valuation of $10–$20 billion. The company says it has about 30 million active users. Snapchat is now ranked the third most popular social app among an 18-34 year old demographic (just behind Facebook and Instagram, but ahead of Twitter, Vine and Pinterest). But if you look at a base of 18-24 year olds, the app has over 50% market penetration. (http://techcrunch.com/2014/12/31/snapchat-485m/).
How are marketing and branding experts using it?
Traditional marketers primarily use Snapchat to promote their products, release exclusive, targeted content, send special offers or coupons to Snapchat users, or use Snapchat Stories to tell branded stories and engage with their Snapchat recipients. Snapchat offers brands the opportunity to target and directly engage with followers in the millennial generation. Dove, Taco Bell, Acura, Honda, McDonalds and GrubHub are a few brands that have found recent Snapchat success. Used in combination with other social channels, or as a message platform on its own, can help brands engage targeted audiences.
5 ways to leverage Snapchat for your employer brand
Snapchat is an opportunity to portray your company’s Employee Value Proposition in a compelling way, engaging your workforce or recruitment targets quickly and authentically. The media you share over the app is a true representation of the employer brand, and what you’re offering.. Have all your employees follow your organization on Snapchat. Engage employees to contribute and start the conversation. The trick is in getting the tone right, creating something truly interactive, and then having fun with it.
- Employer Brand Storytelling – Tell an employer brand Story, a day in the life of an employee, a behind the scenes look at a specific part of your business, or celebrate a recent victory or accomplishment of someone on your team.
- Design a recruitment hub – Use Snapchat for sharing job postings and hiring information, for sharing updates with candidates, or to message students and job seekers about campus recruitment events or career fairs.
- Highlight company events by using Snapchat Stories – Start the conversation by posting a promo of an upcoming company event, and add to the Story by posting pictures or videos from the day.
- Celebrate team, employee and company accomplishments – Short messages about moments of success, awards, product launches, new appointments can enhance recognition, employee engagement and external perception of your employer brand
- Run referral contests or Volunteer or Community initiatives – Notify employees of timed talent referral blitzes and have them share referrals, spread the word about local events your teams are participating in on the Snapchat app.
Though a relative newcomer to the social media landscape, Snapchat has taken hold, particularly in the millennials demographic. And now, Snapchat’s market penetration is anticipated to grow amongst all demographics faster than Facebook, Instagram or Twitter. In fact, at the recent Cannes Lions International Festival of Creativity, Snapchat announced plans to partner with the world’s largest advertising-agency holding group, WPP, and The Daily Mail to form a content-marketing agency.
Snapchat is here to stay, and is growing in popularity. Leverage Snapchat, in conjunction with your other social media, or on its own, to improve internal communication, engage your workforce and enhance your employer brand.
About Blu Ivy Group
Blu Ivy Group is a leading employer branding and employee engagement consultancy that aligns your organization with contemporary workplace paradigms. Blu Ivy Group’s mission is to help client’s build award-winning people practices, inspire extraordinary employee engagement, and cultivate unique and desirable workplaces.
Blu Ivy Group provides integrated solutions in employer brand and engagement research, strategic consulting, employer brand integration, creative and talent communications.
Blu Ivy Group is a trusted partner to many of North America’s most respected employer brands. For more information, go to www.bluivygroup.com
