To help with reputation management and targeting qualified individuals in specific locations as part of USIC’s hiring process.
Due to the nature of the business, USIC is busiest during the summer months and slows down in wintertime. As a result, they frequently hire hundreds of people to work during the busy season, and then have to lay off many of those workers in winter. This cyclical hiring caused many former employees to speak out online making it difficult for USIC to fulfill hiring needs. The Chatter Buzz team focused on promoting USIC as a good place to work, increasing the number of qualified applicants and developing a system that would help them manage their online reputation.
After reviewing various comments about USIC online, Chatter Buzz Media proposed solving the problem at the source. Many comments from disgruntled former employees occurred through their Facebook page. Before taking on managing the Facebook page, our team developed a system to work with key stakeholders at USIC for responding to comments. Negative comments were sent to USIC for review, as well as strategies to responding appropriately. Responses would provide assistance, answer inquiries or state their feedback had been forwarded to management.
To promote USIC’s hiring efforts, the Chatter Buzz team built an online strategy based around promoting the type of work, how it positively impacts the community and the location of upcoming job fairs. Each job fair had a Facebook event page created for it to allow people to respond if they were attending and receive updates on the event. This helped reach out to individuals in targeted locations, as well as engage others who had not heard about USIC before.
After a year of managing USIC’s Facebook page, Chatter Buzz Media increased Facebook likes by 81% and page impressions by 130%. Twitter saw a 223% increase in followers during the same time period. Overall sentiment across their social media profiles shifted to a positive tone and the volume of negative comments decreased. The Chatter Buzz team also helped gather information on how current employees felt about working for USIC to assist with future hiring efforts. The company saw an increase in applicants among specified geographic targets as well.
Increase in Followers
Social Community Growth