As Jobvite’s recent survey has shown us, social recruiting is here to stay, so we at Brandemix are constantly looking for the brands that are doing it innovative ways. This year, we’ve honored Zapposand State Farm, and now it’s time to recognize another Social Media Superstar: Taco Bell.
Here’s the restaurant’s employer branding statement: “At Taco Bell, we know what it’s like to blaze some trails, kick up some dirt, and take tacos to where they have never been before. We are a brand of firsts and we invite you to join our team. Inspire. Lead. Learn. Grow. Work here and Live Más.”
Lots of unique, differentiating phrases in there. And it includes the new consumer brand at the end.
Photos and Conversations on Facebook
The Facebook Page for Taco Bell Careers has 127,200 likes. The Page features 12 photo albums, with pictures ranging from clever employee events (the Peeps model contest is not to be missed) to celebrities who have stopped by the restaurant (most recently, Lance Bass). One image of Taco Bell products actually addresses the employees, asking, “What’s your favorite item to make?” That’s a bold move that could easily lead to embarrassing answers. But the pic has 34 comments and more than 200 likes. My favorite response: “I like making customers happy!”
Taco Bell’s Careers Facebook Page also features four videos and the BeKnown app with job listings, showing once again that some brands are fully recruiting on social channels. My only quibble with their Facebook effort is the underused Notes section, which has only one entry – for the chain’s college scholarship program.
Active Engagement on Twitter
Taco Bell Careers isn’t quite as popular on Twitter, with 1,339 followers. But what sets them apart is that they don’t wait for @mentions; when someone mentions interviewing at the company, Taco Bell wishes them luck. When someone announces they’ve been hired, Taco Bell welcomes them. When someone says they’re leaving, Taco Bell tells them goodbye. This shows attention to both employees and job-seekers, and that Taco Bell is rooting for its workers to succeed.
Authentic Employee Profiles on YouTube
As for YouTube – which, don’t forget, is the second-largest search engine in the world – Taco Bell has its own careers channel, with seven videos and more than 44,000 views. Four of the videos each focus on a single employee, from a 17-year-old team member to a franchise owner with 20 years of experience.
This may sound silly, but I also like that the videos clearly show the employees preparing and serving food. You’d be surprised how some brands seem to ignore what their workers actually do. Or maybe a career at McDonald’s involves sitting on steps?
Pioneering Pinterest
Taco Bell is one of a growing number of brands that’s recruiting on Pinterest. Taco Bell Careers has more than 300 images on 24 boards on the site. Five boards are devoted to individual recruiters and include pictures of the their pets and hobbies, a great way to relate to candidates. A board of inspirational quotes is cleverly called “Food For Thought,” while another is devoted to “Leadership Development.”
A few of Taco Bell Careers’ boards on Pinterest
You can see that Taco Bell reaches out to both current and future employees on four social channels. The chain’s fun attitude can be seen in its fast-paced videos, its whimsical employee event photos, and its active dialogue on Twitter. Taco Bell has also recognized the power of Pinterest and posts images that are both cool and useful.
For all these reasons, I declare Taco Bell Careers a Social Media Superstar!
Learn about more employer branding superstars at our free webinar, “Employer Brands Undercover: A Behind-the-Scenes Look at Authentic Employer Brand in the Digital World.” Tuesday, November 27, at 11 am, 2 pm, and 5 pm Eastern.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
