Welcoming New Staff to Showcase Good Corporate Culture: A Social Media Campaign

The power of a good social media campaign lies in its ability to captivate an audience for a desired end-goal. Social media campaigns are used to increase sales, promote a new product, enhance brand awareness and customer engagement.

In June, I decided to run a 4-day social media campaign on my client’s Facebook and LinkedIn pages of welcoming new staff members to the organisation. My client, Lesotho Council of NGOs (LCN), has 4 new recent additions to its team, so I shared professional bios as well as social media cards with pictures and their positions (posting once a day). Apart from welcoming new staff members to LCN, another major aim of the campaign was to introduce them to the wider community of the organisation - the LinkedIn and Facebook audience, as well as the member organisations of the Council. Below are other reasons behind the social media campaign, and how adopting some of these strategies can enhance your organisation’s public image: 

1. Showcase Good Corporate Culture

A healthy corporate culture ignites positivity, collaboration, and enthusiasm in employees. Research shows that when people work in a healthy environment that makes them feel welcome and seen, they excel and demonstrate a greater commitment to their job and employer. It is for this reason I saw it fit to make the newest employees of my client to feel seen and welcome. Publicly showcasing a good corporate culture also demonstrates credibility of any organisation. It communicates to the outside world these two crucial messages: “we care about those who work in our organisation” and “everyone at every level of employment matters.”

This inspired not only LCN’s audience, but the compassionate messaging also broadened the organisation’s reach to the networks of the new employees. Subsequently, those networks became LCN’s new audience.

2. Leverage on International Holidays/ Commemorations

The campaign coincided with Youth Month and the International Day of the African Child. This maximised visibility of the organisation and enhanced the campaign on social media algorithms because it aligned with conversations that were already happening. Aligning with and recognising international days within your organisation demonstrates your global perspective in the work you do. It shows that, while your aim is to address local problems, you’re conscious of the fact that global issues have an impact on your work. This builds trust in your audience.

The campaign also demonstrated LCN’s commitment towards addressing the prevailing issue of youth unemployment in Lesotho as all the new staff members fall within this demography. A message that LCN is committed to fostering skills development was also communicated as three of the new staff members are interns.

3. Introduce your Organisation to a New Demography through a Social Media Campaign

Another benefit of running a social media campaign is that it introduces your organisation to a new demography of potential followers. By using prevailing social media trends and tailoring your content to captivate a new audience, you can easily gain new clients, funders and/or advocates for your organisation. Having the social media campaign I designed run during Youth Month while highlighting inspirational youths, really attracted a younger demography which was actively interacting with the posts through comments and shares. (See Image 1 and 2 below)

Image 1 Image 2

The screenshots above represent the post that was shared on the second day of the campaign and the comments from LCN’s new audience.

Below, in Image 3, we can also see an increase in the Reach, number of Impressions and Interactions with a post from the same campaign. All these analytics proved to be higher than typical. 

Image 3

4. Highlight your Organisation as the Employer of Choice

To attract top talent to any organisation, one has to demonstrate to potential jobseekers that they are the employer of choice in their industry. For my client, LCN, I wanted to pique people’s interest in working for an employer involved in civic engagement. I wanted to inspire confidence in my client’s audience that service to one’s community can be a worthwhile career path. Requests from young people seeking internship opportunities grew at a rate of two requests per week on average.

Finally, a well-timed social media campaign lets your audience know that you are not only focused on your bottom-line, but that you’re attuned to what’s happening in the world around you. Demonstrating that you care about serious social issues such as youth unemployment and engaging the community around you makes your organisation that much more credible in the eyes of the public. Ultimately, the bigger your audience grows the bigger the returns for your business/organisation in the long run.