We wanted to introduce a social space Nissan could use to communicate both existing and prospective staff without compromising Nissan’s global image.
As always, extensive research was our first step and allowed us to identify Nissan’s audience and understand the best channels to find them on. It became clear that Facebook was the best ‘catch-all’ channel and offered us the moderation tools we needed.
We were also able to set up the UK page under the umbrella of the existing global page, ensuring Nissan retained control of its global output and essential for convincing stakeholders to let us manage our page.
We worked with international stakeholders to persuade them of the importance of social media as an employee engagement and recruitment before being given the green light to pilot the project.
Our content strategy included things like employee successes and perks, re-sharing innovation stories from Nissan’s own newsroom, job openings, the benefits on offer to employees at Nissan and CSR activities.
The mix of content provided a rich picture of working at Nissan – inspiring existing colleagues and getting them excited about their jobs, while also appealing to candidates and giving them a taste of what life is like at Nissan.
Moderation tools allowed us to control the narrative on the page, avoiding any potential tricky situations with disgruntled ex-employees or negative comments and giving the stakeholders confidence in the page.
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