DaVita drove a 42% lift in job applicants from LinkedIn
What’s the secret? When it comes to recruiting online, your employees are more effective than your ads could ever be. Make it possible with Hootsuite Amplify, the original employee advocacy tool.
How did they do it? Employee advocacy.
If your employees are empowered and motivated to share your content, your brand’s reach on social increases exponentially.
1. The challenge
Como buscar as melhores pessoas para entregar o melhor atendimento ao paciente
DaVita is a healthcare company focused on caring for patients through the full spectrum of kidney disease. With roughly 2,700 centers in the US and hundreds more across 10 countries, DaVita treats over 200,000 patients internationally. They do this with the support of over 60,000 dedicated teammates.
But labor markets are increasingly competitive and hiring patient care professionals, especially nurses, is not easy.
2. The strategy
Inspiring teammates to tell their story
DaVita’s marketing and talent acquisition teams knew that they had to work together to come up with a compelling recruitment strategy for social media. First, they identified that the best way to attract applicants is by showcasing the innovation, supportive culture, great benefits, and career opportunities DaVita offers.
They also knew that just posting organically on the company social accounts wasn’t going to get the results they needed. “Research has shown us that voices of individuals are trusted far more than brand voices,” explains David Tauchen, Director of Communications, Owned Content, Social Media for DaVita.
Instead, by inviting employees to share their personal experiences, DaVita can tell the real story: that their people are passionate about patient care. For Jenny Nailling, Communications Manager, it was all about sharing inspiring content focused on specific teammates and how the organization helped them build their careers.
“Once we write the stories and send to the Amplify platform, our talent acquisition teammates can simply choose the stories they are inclined to share and post on their social media channels. They don’t need to worry if it’s on-brand or if it’s approved—it’s all safe content to use.”
Kristin Landreth
Employment Brand Content Manager
DaVita
Unlock the value of employee advocacy on social
O Hootsuite Amplify entrega conteúdo pré-aprovado em sintonia com a marca para seus funcionários compartilharem em suas redes sociais em poucos segundos.
3. The action
Spreading the word across social, exponentially
While they gathered and crafted stories into social posts, the team also needed an easy and scalable way for DaVita’s employees to share these posts to their own personal networks.
Brand safety, a unified narrative, and compliance were all real risks.
Entrou em cena a Hootsuite Amplify, uma plataforma de funcionários embaixadores da marca que facilita o compartilhamento seguro de postagens de mídias sociais da empresa, aumenta o reconhecimento da marca e expande o alcance.
Now DaVita has 200 ambassadors across teams sharing their success stories on social media. And through Hootsuite Amplify, those stories reach a wider audience of potential recruits—seamlessly and safely.
4. The results
Mais tráfego, mais candidatos, mais contratações
Entre histórias inspiradoras e a facilidade de compartilhá-las, não é nenhuma surpresa que a DaVita tenha obtido sucesso com seu programa Hootsuite Amplify.
O sucesso foi tanto que a DaVita está estudando a ampliação do programa para poderem ter a participação de mais embaixadores, afirma Landreth.
“We want to hire teammates that truly care—who want to build relationships and trust with our patients. Living with chronic kidney disease can be very challenging and frightening for patients,” she says. “We want to be sure that we attract nurses who share the desire to make a difference—whose passion is our purpose.”
Com a ajuda do Hootsuite Amplify, a DaVita e seus pacientes podem ficar tranquilos.
You can use ads. Or you can use advocacy
Research shows that people trust the opinions and recommendations of their friends and peers over traditional advertising and marketing.
Posts shared by employees have a 2x higher click-through rate than posts shared on the official brand account.
Same story as above: engagement is 8x higher on posts shared by employees than by brands.
Word-of-mouth is the #1 most trustworthy channel whether you[‘re recruiting new prospects or new talent.
Anyone in the org can share content easily and confidently, knowing the message, voice, and facts are 100% correct.
Put Hootsuite Amplify to work for all your teams
Your recruiting team can showcase your company culture & promote job openings
Your marketing team can share valuable, educational, and entertaining content to a wider audience
Your sales team can build their social presence to grow relationships with prospective customers
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