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Date

November, 2014

Category
Content & Community
The challenge

RB is a multinational consumer health company with operations in 60+ countries and over 37,000 employees worldwide. RB brands, especially their Powerbrands are well-known globally but the RB corporate and employer brands suffer from a lack of awareness. RB needed to bring its unique EVP “GameChangers” to life.

The solution

The content for social channels was not created centrally but sourced via individual contributions from current employees, providing an authentic and consistent articulation of the EVP. Every month on Twitter and Facebook a different RB employee shares what it’s like to work at RB from their perspective, publishing updates, tweets, photos etc. This allows us to show off “life at RB” through the eyes of a different #GameChanger each month, ensuring fresh content and a different perspective appealing to a wider range of audiences.

Results

In less than six months, the GameChanger social recruitment initiative has resulted in:

  • +103,000 new community members across LinkedIn and Facebook
  • +250,000 GameChanger social engagements
  • A cost-per-engagement of < £0.03
  • RB outperforming all global benchmark competitors including GSK, Unilever, L’Oreal and P&G on the critical engagement index

Furthermore, the momentum this creates within the organisation has engaged internal audiences and enhanced the global reach of the EVP within the business.