Spotlight for Recruiting ProfessionalsAugust 20, 2014
Feedback from focus groups, recruiters, and college students showed a perception that, due to its size, the Johnson & Johnson Family of Companies (J&J) could be seen as unapproachable and impersonal. To overcome this and make connections that better represent J&J and its culture, the company launched a Twitter-based campaign called the “Be Vital Social Media Strategy.”
“We wanted to make a genuine, transparent connection with university students and at the same time, improve our social media strategy,” says Dia D. Harris, senior university relations specialist at J&J.
The mission of the “Be Vital Social Media Strategy” is to use social media to attract the most sought after student talent and ensure that J&J is their employer of choice. Meanwhile, the program’s goal is to create transparency and approachability leveraging “Be Vital” branding and access.
From the goals and mission, Harris and his colleagues created some objectives for the program around three areas:
“We make it casual, yet informative, and provide information to college students—from sources inside and outside of J&J—that will help them in their job search,” Harris explains, noting that he developed a proactive calendar that allows him to maintain an organized and strategic approach to the content.
J&J measures the effectiveness of the program by its number of followers; in one year, the number more than tripled.
“We also measure the effectiveness by the feedback and interaction we received from students, which has been overwhelmingly positive in helping us be perceived as more approachable and accessible,” Harris adds.
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