Culture marketing: From office to online
In today’s digital age, having a killer company culture isn’t just about keeping your employees happy – it’s also a fantastic way to connect with your audience and build trust.
Enter culture marketing: the art of flaunting and sharing your company’s vibe on social media.
Think of it a bit like showing off your personality on a first date – you might not be everyone’s cup of tea, but you’ll be showing your intended audience exactly what you’re like from the get-go.
And that means filtering out some of the more... unsuitable applicants.
So how can you show off your personality in culture marketing? Here are a few ideas (with some pretty cool examples).
- Put faces to the names
The people who already work for you are your biggest assets when it comes to culture marketing. So put them in the spotlight. Why not let them take over your social media for a day, or do a Q&A session with their manager?
The key is to show that your company is run by real, awesome people. It’s not just a business; it’s personal.
EXAMPLE: Hubspot lets an employee take over its Instagram account for the day under the hashtag #hubspotemployeetakeover. Check it out!
- Live your values out loud
Your company values shouldn’t just be words on a website. Show the world that you’re serious about them by sharing real-life stuff you’re doing to live them out.
Whether it’s saving the planet, supporting a cause or being an active part of your community, use social media to shout it from the virtual rooftops.
EXAMPLE: Deloitte posted tips from employees on how to reduce, reuse and recycle to demonstrate its commitment to sustainability.
- Sneak behind the scenes
Everyone loves a peek at what really goes on in the office, so why not show candidates what your office is like? You can use behind-the-scenes content to get messages about diversity and inclusion across, too.
Share photos and videos of meetings, brainstorming sessions and maybe even some goofy office shenanigans. It’s like giving your followers an all-access backstage pass.
EXAMPLE: AT&T showed their social media followers their new mums’ room, specifically designed to help working mothers settle back in after maternity leave. It’s a concrete way of showing policies in action.
- Rally the troops
Encourage your employees to be your brand’s biggest fans on social media – but make sure you give them the tools and guidelines they need. Employee-generated content is like word-of-mouth advertising on steroids. Create cook hashtags and campaigns to get them involved and don’t forget to give them some love when they do.
EXAMPLE: G2 gives their employees t-shirts to take on holiday with them, so all they have to do is pose for a selfie and look well rested.
- Pop the champagne for milestones
Celebrate your wins, no matter how big or small. Whether it’s hitting a work anniversary, wrapping up a big project or bagging an award, let your followers in on the party. It’s a great way to highlight your culture of hard work and success.
EXAMPLE: Here at WeLove9am we love an award ceremony, so when we’ve worked hard we like to show our followers the results by posting photos. It's a great way to show what we're like when we let our hair down.
- Show the little things
Monday morning coffee before work? A high five at the end of the day? Authenticity is the name of the game in culture marketing, so show your quirks, your little wins, the traditions that bind you together. They might seem insignificant, but they go a long way.
EXAMPLE: Google posted pictures of its employees’ dogs in the office on Bring your Dog to Work Day as an example of a day people look forward to every year.
Culture marketing is all about showing the world what makes your company tick in a fun and engaging way.
By sharing your values, your people and your day-to-day life on social media, you can forge deeper connections with your audience, attract top-notch talent and build an employer brand that’s as real as it gets.
And remember: culture marketing isn’t a one-time thing. It’s an ongoing party.
So, get creative, get real and let your culture shine - online as well as off.
