USIC is the most trusted name in underground utility damage prevention, providing a full suite of utility services throughout the United States and Canada.
When USIC approached Chatter Buzz they needed assistance with online reputation management and recruiting.
Due to the nature of their business, they were busiest during the summer months and slowed down during winter. As a result, they frequently hired hundreds of people to work during their busy season then had to lay off many of those workers during the winter months. Because of this cyclical hiring, many former employees spoke out negatively online and they began to run into difficulties fulfilling their hiring needs.
Furthermore, their hiring process required targeting individuals in specific locations, adding an additional challenge.
With the challenges mentioned, our goal as a partner was to promote USIC as a great place to work, increase qualified applicants to USIC and develop a system with key stakeholders to manage their online reputation.
After reviewing what was being said about USIC online, Chatter Buzz tackled solving the problem at the source. Many comments from disgruntled former employees occurred through their Facebook page. Chatter Buzz took on managing their Twitter account as well to expand reach.
SOCIAL MEDIA MANAGEMENT
Prior to start, we realized that the Facebook page for USIC was not managed by the company but by a disgruntled employee. Chatter Buzz appealed, contacted and regained control of the entity
Chatter Buzz began managing their Facebook page and developed a system to work with key stakeholders at USIC for responding to comments. Together, we created a social content strategy that showcases transparency within the company including positive testimonials from long-time employees of USIC.
SOCIAL MEDIA RECRUITING
To promote USIC’s hiring efforts Chatter BuzzMediabuilt a social media strategy based on promoting the kind of work USIC does, how it positively impacts the community and where their upcoming job fairs were. 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.
After a year of managing USIC’s Facebook page, Chatter Buzz was able to turn it’s Facebook page into a positive and informative medium for the company. In addition, we garnered over 523% increase in Facebook likes and total page impressions increased by 500%.
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 significantly decreased.
Chatter Buzz 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.