With the plethora of social media platforms available now, it’s possible to reach a diverse audience just about anywhere, regardless of their individual media preferences. One advantage of this is the ability to interact and share so much more about your company than just your marketing messages. Inviting your audience into your culture and behind closed doors is a powerful tool for marketing, branding, and even recruiting. Whether you’re looking for employees, partners, or customers, giving 360 access to your business is a great strategy to try.
One thing to keep in mind when you start putting your behind-the-scenes content out into the ether is how to keep it organized. Luckily, the Internet has already provided a tool for this: the hashtag. One of the best uses we’ve seen of this strategy comes from the good people of National Public Radio. Their #NPRLife campaign is wildly popular as a recruiting strategy, and also has the added benefit of allowing listeners to feel closer to the NPR brand because they have a deeper understanding of the company’s inner workings.
There are two somewhat different aspects to the campaign. The first is the entity NPR Life, which has its own social presence outside of the official NPR profiles on Tumblr and YouTube. The hashtag #NPRLife (used by the public and by NPR’s employees) can be followed on any platform that allows hashtags, such as Twitter, Pinterest, Instagram, and Facebook. This means anyone, anywhere, at anytime can interact with the behind-the-scenes NPR culture and see what’s going on with the company and its employees.
Marketing your company’s culture through social media is not a new idea, but the ever-expanding social media universe is certainly making it easier to do so effectively and to a broader audience. Inbound marketing company Hubspot is, of course, at the forefront of this, since this kind of thing is their bag. They put together a great Slideshare presentation on the topic of their company’s culture, and to date is has received 864,000 views.
Ready to get started? Devote some time to coming up with a well-thought-out plan of how you want people to interact with your brand. What is your company all about? How can you get your employees involved? Will you use a hashtag? What platforms could be appropriate for you?