Target group young talents? There you go, Instagram is perfect for that. However, a nice picture every now and then is not enough.
If you want to achieve a measurable effect, there are a few points to consider:- Show satisfied and motivated employees, this is much more authentic than any glossy advertisement, also promotes conversions and has a positive influence on making contact. Moving images are the format par excellence here; real insights provide much more information for potential applicants than pure text lists.
- Choose the right #hashtags, ask your colleagues to use a specific hashtag in their communication and benefit from user-generated content.
Redbull: #givesyouwings - When creating your own hashtag, make sure that it is easy to remember, has a connection to your company or brand and is not already being used by another company or a competitor. #mystorybox
Most of the Instagram campaign ideas suggested here can be used for different purposes to increase brand awareness, grow your community and attract candidates or promote a specific product/service.
It is important that you define a clear goal for your campaign beforehand. The best way to do this is to use the SMART formula (specific, measurable, attractive, realistic and time-bound). This way, you also know which key figures you will use to measure the success or failure of your campaign.
Campaigns for events and holidays
Take inspiration from public holidays such as Christmas, CSD or company events. Look at less popular events to see whether they reinforce your own values and appeal to your target group.
Small puzzles, cliffhangers in series formats, prize draws, virtual advent calendars -
e.g. presented by one of your employees; these are all little tricks that will at best turn your users into loyal followers. Winning opportunities are particularly motivating.
Use the description to get your visitors to follow you:
An example:
"Don't miss out on a chance to win our advent calendar! Just activate our notifications/follow us!"
This can also be applied to other event campaigns. For maximum effect, run your campaign over a longer period of time and give your followers added value for following you.
For example, you could look for a testimonial among your fans: e.g. via a selfie posting as an application with a hashtag defined by you (#COMPANYfan). You can also use campaigns to link the enthusiasm for an upcoming event, such as the Olympic Games, with your brand in order to create additional user-generated content. You have the best chances with your target group if your product matches the event (e.g. brewery to soccer events). You can find out which events are of interest to your target group by monitoring them. Use selected keywords for this (there are also social management tools for this, for example).
Tip: Set a reminder in your editorial plan so that this happens in good time.
1. Use Survey Stickers
Survey stickers are one of the easiest ways to attract attention - but they are also effective. Through interaction, users are happy that their opinion is given weight. Use this attention to draw users' attention to your products, services or promotions in your campaign.
In addition, you can also use surveys to collect information about your target group or, for example, the campaign development process.
2. Value-Based Campaigns
Values-based engagement also leads to visibility. By taking a stand or making efforts in the social sphere, companies can stand behind certain values and draw attention to issues that are important to them. Nowadays, users are placing more and more value on not simply being sold to.
The Meaningful Brands study conducted by the Havas Media Group in 2019 found that 75% of German consumers expect brands to take a clear stance against social and environmental problems and actively participate in eliminating them.
The important thing is to avoid greenwashing and remain authentic, otherwise your efforts will fail. With the right tags for your posts, it is also easier to evaluate whether your chosen topics have achieved more reach and interactions (management tools are also suitable for this).
3 Behind-the-Scenes Campaigns
4. Competitions and Prize Draws
The most common strategies are:
Asking users to like / comment on a post, follow and link someone in the comment. Anyone who does this is entered into the competition.
Whoever writes the funniest or highest ranked comment under a video snippet wins. Use material here that invites users to comment and at the same time doesn't make it too difficult for them. Involve users in your storeis: For example, you could ask "What is person xy reacting to here?" Or "Oo why is Tim's jam sandwich falling out of his hand?". The suggestion that is implemented, whoever was right or received the most votes, wins xy!
Users should upload their own photo with your (campaign) hashtag. Advantage: You generate user-generated content with this competition at the same time. But don't forget to monitor the hashtag so that you don't miss any posts about it.
If necessary, think about cooperating with influencers for even more reach. All formats tend to be suitable for this.
Important: Always pay attention to Instagram's guidelines to avoid negative consequences.
5 Reels vs. Instagram Stories: Which tool should I use and how?
Both formats can be used in different ways. Instagram Stories have enhanced the platform and brought more authenticity and insight into users' everyday lives. Reels have a similar effect: more content, creativity and interaction.
Advantages of Instagram Stories in brand communication: Over 500 million users use the Stories feature every day, where it is particularly popular with companies and advertisers. Stories enable a more personal connection with followers and direct interactions. Successful stories can be saved and continued to be viewed and shared. Insights such as view numbers or clicks make it possible to measure the success of campaigns. 39% of Instagram users are more interested in a product or brand that uses the story function. Use content for Stories, such as:
- Employee features: regularly share Stories that introduce employees and give insights into their day-to-day work and experiences at your company. This strengthens authenticity and the bond with potential applicants.
- Behind-the-scenes insights: Use stories to take a look behind the scenes of your company and show everyday life, team events or the development process of new products. This gives an authentic impression of the working environment.
Career FAQs: Answer frequently asked questions about career opportunities in your company in Stories. This provides potential applicants with valuable information and shows interest in their career development.
Recruiting events: Share invitations and highlights from recruiting events or career fairs where your company is present in Stories. This can arouse the interest of potential applicants and strengthen your employer branding.
Popular types of content on Reels in general: Reels are dominated by humorous sketches, individual dances, creative lip syncs, funny challenges, surprising before-and-after effects, outfit presentations with witty transitions, fast-forward recordings for recipes or workouts and typical meme humor. It is important to produce suitable content for the respective format and target group. For example:
- Employee takeover: Have employees create reels in which they present their day-to-day work and their projects. This gives an authentic insight into the company and the corporate culture.
- Career challenges: Start a challenge where employees or applicants create reels that showcase their skills or creativity related to your company. This can increase engagement and interaction with potential applicants.
- Employer presentation: Create short, dynamic reels that present your company as an attractive employer. Show the benefits employees enjoy at your company and present the work environment and culture in an engaging way.
- Recruiting events: Share highlights from recruiting events, career fairs or company events in reels to attract potential applicants and present your company as an attractive employer.
- Employee engagement: Encourage employees to take part in Reels challenges that promote team engagement and company culture. This can strengthen the sense of belonging and appeal to potential applicants.