Taco Bell uses Snapchat to recruit its biggest fans for internships
Taco Bell is one of the first major brands to advertise on Snapchat, reaching young consumers with quirky a�?outside the buna�? ideas, like its taco face-morphing a�?lens,a�?A�which was viewed 224 million times in a single day (a Snapchat advertising record!).
And in 2015, the company leveraged its thousands of followers on SnapchatA�to recruit for two internships at its California headquarters via Snapchat stories.A�Part of the internsa�� responsibilities was creating and starring in the companya��s Snapchat stories, which is why they chose to advertise the internships on that medium.
Through its internship pitch, the fast-food brand highlighted another unique advantage of Snapchat recruiting: reaching young fans and followers who are already devoted to the brand.
“We arena��t just looking for anyone who knows how to Snapchat and tweet,a�? said the original job posting. a�?We are looking for someone that is obsessed with Taco Bell.a�?
And, it was a big success – the company received more than 200 applications within a few days of posting the job opening to Snapchat.
Goldman Sachs and JP Morgan Chase use campus geo-filters to target graduating college seniors cardura buy online, buy zithromax online.
Goldman Sachs made clever use of Snapchata��s geo-filtering capabilities by targeting post-college hires with the appa��s Campus Story feature. Unlike regular Snapchat a�?stories,a�? these collections of on-campus snaps (photos and videos taken by users) show up only when a usera��s phone has been in a specific campus area within the last 24 hours.
Goldman Sachsa��hoping to fight back against a trend of recent graduates passing up investment banking careers for less demanding alternativesa��used the feature to promote its careers with brief sponsored segments that played during Campus Stories.
Meanwhile, Goldmana��s competitor JP Morgan Chase sponsored the largest Snapchat ad buy of its kind last year, also leveraging the appa��s geo-filter feature to reach recent grads. They purchased a number of ads to run in Snapchata��s on-campus stories,A�but it took the campaign a step further by also offering students the option to add sponsored a�?Congratulationsa�? filters to their own photos and videos.
JP Morgan sees Snapchat ads as a less intrusive (and cost-effective) method of reaching graduating college seniors where theya��re already hanging out. “You have to reach people where they are, and they’re on Snapchat,” said Kristin Lemkau, the companya��s CMO,A�speaking to Business Insider. “And students in particular are living on Snapchat. It’s becoming one of the most powerful platforms for brands.”
GrubHub bakes a fun job skills test into their Snapchat recruiting pitch
When food delivery app GrubHub was seeking a social intern with a�?Snapchat skillza�? in 2014,A�they turned the search into a full-on doodling contest through a series of images that displayed as their Snapchat a�?story.a�?
The snaps asked followers to send in their best doodles through the app, then directed them to an online application via Google Forms.
For GrubHub, this was a particularly clever way to use Snapchat for recruiting, since it was specifically targeting a social media-savvy interna��and was even able to bake a a�?job testa�? into the application process.
Cisco and AOL use Snapchat stories to show off their culture and employer brands
Cisco recently took a major risk and totally revamped their employer brand, significantly boosting its authenticity and effectiveness by handing its employer branding reins over to actual employees. With a�?trusta�? as their key word,A�Cisco lets an employee take over its WeAreCisco Snapchat account every single day.
The results include over 6 million minutes viewed and an A+, true-to-life employer brand.
Similarly, at AOL, the marketing team used 10-second Snapchat spots to showcase footage of actual employees at AOLa��s offices, along with scenes from its interview series, AOL Build, and a promotion of #BuiltbyGirls, AOLa��s program to invest in startups with female leaders. These sponsored ads were included in Snapchata��s a�?Discovera�? contentA�and showcased AOLa��s employer brand and commitment to diversity.
The campaign, which aired for one week, showed promising results:A�The video spots got 17 million Snapchat views and, according to a Millward Brown survey, increased application intent by a whopping 18% among viewers.
AOLa��s ads were particularly effective at reaching Snapchata��s key demographic of millennial users. “While the overall campaign also activated on Twitter and Instagram, because Snapchat reaches over 40 percent of the millennial audience globally, we felt that this was the best avenue for talking to millennials in a meaningful way,a�? said AOLa��s Monica Cepak.
Snapchat itself leverages its geo-filtering capabilities to go after top tech talentA�
When it comes to recruiting via Snapchat, dona��t discount the social media leader itself, which can harness its features better than anyone else.
In 2015,A�Forbes reported that Uber employees were noticing a geo-specific Snapchat filter while working at Ubera��s San Francisco officeA�(and only there) that tried to playfully poach them from their current positions. a�?This place driving you mad?a�? asked the unique filter, with images of wayward taxis populating the bottom of the screen, alongside a link to Snapchata��s careers page.
Similar recruiting-minded filters popped up at the headquarters of Pinterest, Twitter, and Airbnb,A�and Snapchat spokeswoman Jill Hazelbaker eventually admitted to deploying the ads as a a�?unique and playful form of recruiting.a�?A�Though some leaders might object to the home-turf targeting, ita��s undeniably a low-cost way for Snapchat to recruit talent from the Valleya��s top tech companies.
Just a few years ago, Snapchat was still an emerging social media platform that most recruiters wouldna��t have considered next to behemoths like Facebook, Twitter, and LinkedIn. Today, it presents copmanies with a great way to reach millennials, college grads, and young digital nativesa��and dona��t discount the recruiting power of its geo-filter features, either.