Situation:
Micron is a global technology leader that designs and manufactures memory and storage solutions for a wide range of applications. The company was looking to increase its recruiting efforts for college students and recent graduates to fill a variety of positions, from engineering to marketing.
Seeking to establish a consistent approach to engaging prospective employees at the college level, Micron enlisted Red Sky PR to conduct an analysis of its brand, evaluate the competitive landscape and competitors’ use of social media and provide recommendations and training to implement a cohesive approach to engaging this audience.
Approach:
Working collaboratively with Micron teams representing Internal Communication, Recruiting and Human Resources, Red Sky led a combination of focus groups, individual interviews and global surveys to reach interns, newly hired employees, recruiters and hiring managers to surface and identify themes and potential positioning. Simultaneously, Red Sky conducted research within and beyond the semiconductor industry to assess the use of social media in the recruitment process and overall engagement by channel.
Results:
Red Sky provided comprehensive recommendations for its recruiting efforts and the resources and tools to implement these insights into engagement. This included an overarching theme (Your Mind … Our Memory) with supporting messages, LinkedIn training of its key staff to enhance profiles and engagement of recruits, the amplification of a college ambassador program, and a guide for global recruiting leads to create videos that capture “a day in the life” of roles that speak to the opportunity at Micron. Since adoption, Micron has focused its efforts on LinkedIn versus other social channels to refine its resources and engagement and leveraged aspects of the theme into external branding
These efforts helped Micron to raise its profile among college students and recent graduates, making it a more attractive employer.
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