I was really interested by this article, which talks about not just using social media as a way to connect with customers, but as a way to connect with employees, which serves to build a brand from the inside out.
A number of firms have employed social media campaigns that were geared at employees, rather than at customers. For example, Reebok ran a #FitAssCompany campaign, in which employees were encouraged to show how they lived the Reebok lifestyle by staying active, eating right, etc. This not only showed consumers that the people working at Reebok really live the company values, but it encouraged employees to examine how they aligned with Reebok’s value and re-discover their love for the company (and their job)!
This got me thinking – Temple University (my alma mater and current employer) could totally do this. Similar to the Reebok campaign, Temple could engage employees to show how #PhillyIsTemple, encouraging them to post on social media using the designated hashtag. Temple employees could showcase themselves doing fun things around the city of Philadelphia, repping their Temple gear and showing how Temple is deeply engrained in the city of Philadelphia. When an employee goes to a delicious meal at a Starr restaurant (wearing their Temple gear of course) – #PhillyIsTemple. When an employee goes to cheer on the Temple Football team and snaps a pic of Lincoln Financial Field on a clear, blue day- #PhillyIsTemple. When an employee takes a photo as they stroll past City Hall or past the Art Museum steps – #PhillyIsTemple.
The idea behind the campaign is to show that Temple is Philadelphia’s University. When people come to Temple, they don’t just come to Temple, they come to Philadelphia.
This campaign would ultimately create more engaged employees, connecting them more to the University and the city in which they work. This would also spread the word about life at Temple, which would resonate with potential future students, and could help bolster enrollment, because students wouldn’t just be excited about coming to Temple, but about the prospect of living in Philadelphia.