As part of its future leadership strategy, Nestlé is committed to nurturing its own talent through the Nestlé Academy. Traditional methods such as online marketing and campus events had helped to raise awareness of the various early career opportunities the Nestlé Academy has to offer. But the company was keen to establish a greater presence on social media, give an honest, inside view of what life in the Academy is like, and help a more engaged community of potential trainees make better informed decisions about their future.
We put existing Nestlé Academy trainees at the centre of a nine-month ‘Academy Inside’ campaign. We gave them full social media training and encouraged them to create and post their own content on specially branded Tumblr, Facebook and Twitter accounts. The resulting blogs, photos and videos – and importantly the conversations around them – became the social proof behind the marketing messages we also created and published on these platforms.
80% of the Tumblr content – around 150 individual posts – was created by the trainees themselves. And across the three platforms, the content reached over 3.3 million potential candidates. In total, we acquired more than 3,000 new fans, over 50% of them organically through people referring friends and sharing content. More than 18,000 people clicked through to the Nestlé Academy website, and almost 11,500 went on to submit applications across the Academy programmes.