Dropbox Culture Marketing Examples

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Culture Marketing Examples

General Electric, Macy's, Cisco, SAP, and Salesforce companies are recent case studies of successful culture marketing campaigns. The original list of examples provided was from 2008 to 2012, so more up-to-date examples from 2014 to 2018 were substituted. The culture marketing examples all centered their brand positioning on acquiring quality employee candidates and increasing consumer awareness.
Business industry publications, news articles, and marketing social media sources provided the information required to find the best current examples. Outlined below are the success metrics, along with brand positioning, and strategy adopted for each case study:

General electric

1. Brand Positioning:
An army of 13,000 "GE Employee Brand Ambassadors" was deployed to enhance the companies social presence. Acquiring talent during "a massive transformation to a digital industrial company" is led by "the brand" and not "the job." This army became a marketing campaign designed to embrace social media and appeal to younger consumers.
2. Strategy:
GE started the "Brand Ambassador" program based on job applicants feedback during the interviews. They used their 350,000 employee base to acquire volunteer brand ambassadors. The one-hour course training and new employee orientation program were created to enhance the longevity of the campaign.
4. Methods:
-#BalanceTheEquation hashtag used by ambassadors when they upload a photo to social media sites and GE will amplify, retweet, or repost it.
-Email stories about STEM jobs and women rock stars at GE.
-Facebook Live sessions of events at GE.
-RV bus tour to college campuses in the U.S. to highlight women in technology activities.
5. Results:
The campaign resulted in an 800% increase in applications the month following implementation and GE had 19.7 million unique connections on social media platforms.

macy's

1. Brand Positioning:
Macy's wanted an employer brand strategy to attract and retain talent for their company. They were determined to create a candidate experience that made them feel appreciated, respected, and engaged in Macy's corporate culture.
2. Strategy:
To differentiate Macy's from its competitors who were vying for the same pool of top talent, they partnered with Sanger & Eby to develop an employer brand. Focus groups and stakeholder interviews along with a survey detailed a 360-degree view of Macy's talent candidates. Macy's website was redesigned to resonate with each segment by highlighting job perks, work environment, and career development. Sanger & Eby created a site that would pinpoint the user's location and would automatically deliver jobs closest to them. They had a talent development positioning strategy that involved communication points, a central brand message, and brand behaviors designed to build internal talent for Macy's.
3. Results:
Macy's was ranked one of the "50 Best Places to Launch a Career" based on career college advisers recommendations. They won the "Technical Innovation Award" from the "National Association of Colleges and Employers" in 2015. Macy's has more than 266,000 followers on LinkedIn and 5,000+ members. 50% of job applicants now come from mobile sites.

cisco

1. Brand Positioning:
Cisco found itself lacking a brand presence on social media. They launched their "Our People Deal" program that focused on the importance of Cisco employees and communicated their "people-first" philosophy that defined their goals for social communications.
2. Strategy:
Cisco realized their best asset was their 70,000 people working for the company. They used the "Edelman's Trust Survey" to get metrics to determine that 90% of people trusted their network over a brand. They changed their social channels from @CiscoCareers to @WeAreCisco to generate a tribe presence online. They also started their "Life at Cisco" blog to focus on employees stories with links to extra information on working at Cisco.
3. Results:
Twitter followers increased by 400% in six months. Instagram earned above-industry engagement with 2K followers. Cisco made the "Resume Library's HR Power 100" list by 140 spots. The recruiters were trained to be a talent brand team.

sap

1. Brand Positioning:
The Millennial talent force was the focus for SAP. Employer branding needed a makeover before the multinational software corporation. They had to increase their visibility and transparency to attract the younger Millennial candidates.
2. Strategy:
SAP revamped their corporate careers website to make it more mobile-friendly. They changed their model to a more visually appealing display that would automatically refresh with new content. They expanded their recruiting efforts to new colleges outside the premier institutions. The "Academy for Sales" campaign advertised discussion groups in college communities to improve brand awareness. The company also launched a "Life at SAP" campaign for the human experience aspect of working at SAP on all social media platforms.
3. Results:
SAP grew 550,000 online users in an 18-month period. They earned "Erenet's Best Employer" brand title in 2015. The online tools presented on SAP's website boosted candidates to apply by 50,000 applicants, and 500 of them completed their sales academy.

salesforce

1. Brand Positioning:
Jennifer Johnston, the Head of Global Employer Branding & Recruitment Marketing at Salesforce, made an "Employer Branding Podcast" on driving employer brands through their corporate culture. They have centered their campaign on the term "Ohana", which means family in Hawaiian.
2. Strategy:
Job applicants that want to work at Salesforce outnumber the jobs available. The goal was to make Glassdoor an asset for the company by enhancing company profiles and communicating the company culture to others. The hashtag, #SalesforceOhana, has a flood of employees sharing work experiences.
3. Results:
Salesforce is on the "Fortune 100 Best Companies" list and the "Great Place To Work" lists in countries where they do business. Their hashtag has been used 15,000 times in one quarter.

conclusion:

The culture marketing examples above all centered their brand positioning on acquiring quality employee candidates and increasing consumer awareness. Each companies culture created resulted in enhanced employee retention and extensive free advertising on social media.



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