Attracting Talent with Snapchat: 4 Ahead-of-the-game Employers Share Tips

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HubSpot, VaynerMedia, Cisco and DocuSign reveal how Snapchat helps them show off their workplaces and recruit talented people.

snapchat-feature
Illustration: Christian De Pape

Does Snapchat deserve a place in your talent acquisition team’s toolkit? These four ahead-of-the-game employers think it does. Their in-house experts share savvy insights and handy tips to help you promote your employer brand on the popular platform:

1. HubSpot

Snapchat: hubspotinc

Screenshots of HubSpot’s Snapchat story
Marissa Breton is a Social Media Marketing Manager at HubSpot, the world’s leading inbound marketing and sales platform with over 10,000 customers in 65 countries.

Is promoting your company as a place to work part of your Snapchat strategy?

“Our social media team works closely with our Culture team on Snapchat to make sure we’re covering important company-wide events and showcasing what it’s like working at HubSpot offices around the globe. Snapchat gives us the opportunity to share an unpolished, instantaneous, and firsthand look at HubSpot’s unique culture.”

How do you measure Snapchat success?

“While Snapchat has extremely limited metrics, we track what’s available very closely. Our most important metric is retention – how many people who start our stories watch them all the way through ’til the end? We also look at screenshots and direct replies as an indicator of interest.”

Any tips for talent acquisition teams looking to use Snapchat to promote their employer brand?

“Snapchat provides the unique opportunity to give direct access to your employees and workplace environment. Embrace the silly, unfiltered nature of the platform, and allow your brand personality to shine through. Don’t try to be too polished or staged – we find the most successful content shows our employees speaking off-the-cuff about their experiences. Also, dogs. Dogs always do well!”

“Snapchat provides the unique opportunity to give direct access to your employees and workplace environment.”

2. VaynerMedia

Snapchat: vaynermedia

Screenshots of VaynerMedia’s Snapchat Story
Claude Silver is the Chief Heart Officer at VaynerMedia, a digital agency with expertise in social media. The company works with a wide range of clients including MasterCard, Dove, and Spotify.

Is promoting your company as a place to work part of your Snapchat strategy?

“Absolutely. As a company, we’re constantly storytelling for our clients and we mirror that same approach on Snapchat by showcasing what individual employees’ days look like. All our employees have the opportunity to volunteer to take over our Snapchat and document 24 hours in their own unique way, no-holds-barred. This way, VaynerMedia’s Snapchat followers get to meet and engage with team members from each of our five offices (New York City, London, Los Angeles, San Francisco and Chattanooga, TN) and join them on their road trips, social outings, music festivals, favorite lunch spots, team brainstorms and client meetings. Our followers get to ask questions and get answers from our team about their day-to-day responsibilities – and how to land a job at VaynerMedia.”

How do you measure Snapchat success?

“We look at how people are engaging with our Snapchat content, from the number of snaps and chats sent back to us during employee takeovers, and through their uses and views of our geofilters. It’s gratifying to see our view count growing as we showcase the personalized and unique views of what it’s like to work here.”

Any tips for talent acquisition teams looking to use Snapchat to promote their employer brand?

“Storytelling company culture/a day in the life on Snapchat is so natural. It’s important to play into the platform’s native behavior, which is providing an authentic, unedited, real look into someone’s life.”

“Our followers get to ask questions and get answers from our team about their day-to-day responsibilities.”

3. Cisco

Snapchat: wearecisco

Screenshots of Cisco’s Talent Brand Snapchat Story
Carmen Shirkey Collins is Social Media Lead for Cisco’s Talent Brand. As the largest networking company in the world, Cisco Systems employs more than 70,000 people.

Is promoting your company as a place to work part of your Snapchat strategy?

“It is our Snapchat strategy. It’s our only Snapchat strategy. As a team, we had been trying to think of the best way to get in front of the Snapchat audience. But it had to be authentic to the Snapchat platform and how the audience used it. The only thing that made sense was the employee voice – which was perfect, because, for the last year, that’s how we had positioned our entire social media strategy. Our Talent Brand team mission statement is meant to empower our WeAreCisco tribe. We tell stories to the world about current employees (using a co-worker voice, or the employee voice) to make a connection to our people and technology to entice future Cisconians to work here.

“So we handed over “the keys” to our employees to tell their story with snaps. As a social media manager, that’s a pretty scary thing to do. But we started with a trusted group of Cisco Talent Brand advocates, and they have exceeded all of our expectations. We roll new people into the group every few weeks in order to ensure the account is fresh and new, but also purposely keeping the group small enough to ensure that our account is safe from hackers and we can stay organized with our global employee snappers.”

How do you measure Snapchat success?

“Snapchat is changing the way people report on social media. Good social media managers have known all along that it’s not the quantity of followers alone as a measurement, but the quality of those followers. What good does 100,000 followers do you if none of them are paying attention to your posts? Since Snapchat doesn’t give you any follower metrics, you really have to rely on your content. Plus, discovery isn’t as intuitive as it is on other platforms; you have to know the username of the account you want to follow or have the snapcode. So when people follow you, they’re making more of an effort.

“We have a partnership with a company called Delmondo, and they help us get a general understanding of our follower count. But the key Snapchat metrics they provide are all about engagement. In less than two months, we know we have gained around 1,000 followers. We can see each day that our numbers are growing fast. But the key is that we have almost a 90 percent completion rate on our Snapchat stories. So the content is resonating, the employees are having fun, our new interns are so impressed that a company Cisco’s size is doing something this “cool” (their words, not mine), that we know we’re on the right track.”

Any tips for talent acquisition teams looking to use Snapchat to promote their employer brand?

“My manager Macy Andrews, Director of Global Talent Brand and Culture at Cisco, says: ‘Snapchat is a great way to share a real glimpse of what it’s like to be at Cisco. The key to making it work is unleashing your employees and trusting them to tell their unique stories through their own snaps. Don’t over-architect it!’ ”

“… We started with a trusted group of Cisco Talent Brand advocates, and they have exceeded all of our expectations.”

4. DocuSign

Snapchat: docusigninc

Screenshots from DocuSign's Snapchat story
Caitlin Angeloff is the Head of Global Social Strategy & Operations at DocuSign, a provider of electronic signature technology for facilitating electronic exchanges of contracts and signed documents. More than 100,000 companies and over 50 million users in 188 countries use DocuSign’s products.

Is promoting your company as a place to work part of your Snapchat strategy?

“At DocuSign, we are using a variety of social media channels to promote our company as a great place to work. From Glassdoor to LinkedIn to Snapchat, our strategy is to curate content about our employees, from our employees. We feature what they do at DocuSign, their achievements, and ultimately, share their excitement for their jobs. We believe this transparency will naturally help to recruit amazing talent to DocuSign around the globe. Snapchat has been a great emerging social media channel for us and we are always looking for additional ways to further our recruitment efforts and love seeing how other brands are leveraging this new platform as well.”

How do you measure Snapchat success?

“We look at completion rates per story. That tells us if viewers of our snaps find our content interesting enough to watch in its entirety. We also take into account the number of people who engage with us – those who directly chat with us on the platform, as well as the people who screenshot the content. We also look at Twitter to measure sentiment, to see if any of our Snapchat content is being shared. Lastly, we look to see how many people leverage the geofilters we create when we’re promoting an event or an offer, where we hope to get people to include our filter in their snap. We’re always looking for more ways to help our employees share more content at key moments in time, where our brand has a natural synergy with events that are talkable in social media.”

Any tips for talent acquisition teams looking to use Snapchat to promote their employer brand?

“Ann Poletti, our Director of Employment Brand at DocuSign, believes social media is key to exposing our company culture and for building a highly qualified talent pool. She suggests talent acquisition teams do one or all of the following: Experiment with emerging communication channels to reach new audiences in new ways; your brand isn’t what you say it is, it’s what your employees say about your brand; have a clear social media policy for your company and provide ongoing social media training so employees know how to become your biggest advocates.”

“We’re always looking for more ways to help our employees share more content at key moments …”


Christian De Pape, Recruiting Social’s Head of Marketing and Content
About the author

Christian De Pape is the head of brand experience at Recruiting Social. Connect with him on LinkedIn.


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