Monster Worldwide Inc. is a global leader in connecting people to jobs, wherever they are. For more than 20 years, Monster has helped people improve their lives with better jobs and employers find the best talent. Offers services in more than 40 countries, providing some of the most sophisticated job seeking, career and talent management, and recruitment capabilities. Monster’s global network sees 29 resumes uploaded, 7,900 jobs searched, and 2,800 jobs viewed every minute.
What they did
Building positive brand sentiment
With employers and job seekers having more opportunities to connect on Facebook, Twitter, and LinkedIn, companies like Monster have faced a need to expand efforts across the social web.
Integrating social media across an organization that’s been around for nearly 20 years comes with its own challenges. Monster is a long-established organization in the job search space. Traditionally, people only search for jobs every few years, meaning Monster has to keep their brand top of mind over longer periods of time. With new competitors and niche solutions for different industries, Monster must be proactive in showing that their brand is still the dominant player in the marketplace.
Building positive brand sentiment and relevance while protecting the brand are essential to stay top of mind over longer periods of time.
Monitoring for brand and competitive sentiment is a huge undertaking. Monster’s growing social media team, headed by Patrick Gillooly, Director of Digital Communication and Social Media, is challenged to manage so many channels and conversations with finite resources.
Hootsuite allows us to stay organized and see conversations easily. Making personal connections online—which is essential to our business growth today—is that much easier.
How they did it
Using Hootsuite and Brandwatch Analytics to develop lasting relationships
Monster uses both Brandwatch Analytics and Hootsuite to help build the brand and develop lasting relationships with job seekers. Hootsuite acts as a hub for all listening and engagement on behalf of the Monster brand.
As a first step, they set up dozens of keyword, @mention and hashtag search streams to listen for various job- and employer-search signals. For example, listening to #JobInterview or #LoveMyJob within Hootsuite might give them an opportunity to engage with job seekers or find great employers. People may not be talking about Monster per-se, but it gives them a chance to make a positive connection and stay top of mind.
Setting up Hootsuite listening streams for regional teams and competitors allows Gillooly to:
Grow and protect the brand
Stay on top of industry trends and competitors
Monitor for conversation topics
Recruiters desire a connection with passive job seekers, either for currently open positions or to create a relationship down the road. Using Hootsuite lets us look for those who like or don’t like their job or are going on an interview, giving us a chance to say ‘good luck’ or connect from a brand-level. We execute this strategy across more than 20 platforms today.
Deep social media listening with Brandwatch Analytics
Using Brandwatch Analytics within Hootsuite means that Gillooly can monitor and dig deeper into Monster’s social brand presence across over 80 million online sources such as blogs, forums, news, and review sites, as well as social networks.
Monster created Boolean search queries within Brandwatch Analytics, which determine the type of information Brandwatch will search for. Brandwatch Analytics then inspects every corner of the social web to find the specified data. Once the queries were created, Monster’s team pushed the information to Hootsuite, in order to manage all the social data from one unified dashboard.
This gives them insight into what customers are saying about them versus about their competition—meaning they can engage customers more effectively. It also shows Gillooly what kind of content and engagement tends to work best with each network’s audience.
Growing their share of voice over competitors
Monster is now more proactive in engaging customers and job candidates on social. They turn various job-seeking signals into conversations that will help keep Monster top of mind the next time the job seeker is looking for a new opportunity.
Using Brandwatch Analytics, they monitor third party validations such as what the market is saying about them, their competitors, and their customers—helping them to make more agile, strategic decisions.
Monster is already seeing results. For example, in a comparison of the last three months of 2013 versus 2014, Monster saw 262% growth in Twitter RTs and more than 300% increase in mentions.
Increased listening has significantly impacted our reach on social and our knowledge of the market and competitors. While both our organic brand presence and positive sentiment is growing, our competitors’ have not grown at the nearly the same rate.
While Monster increases customer engagement, they are now five times more efficient in their social media activity thanks to Hootsuite and its third-party integrations—making their team of three more work like a team of 15.¿Desea leer este caso práctico en otro lugar? Descargue el PDF