How ANCOR motivated employees to build personal profiles on social media, strengthened its employer brand, and reached 13,000+ candidates — a ModumUp case study.

ANCOR provides recruitment, HR outsourcing, and personnel consulting services. The company made the decision to strengthen its HR brand and enhance its image as a desirable employer. To accomplish these objectives, ANCOR organized several workshops featuring the Deputy CEO for Corporate Training and the Director of the Marketing and Public Relations Department. Additionally, they launched a brand ambassador program on social media in collaboration with the agency ModumUp.

The organizers of the ANCOR ambassador program implemented a meticulous three-stage participant selection process over a span of one and a half months. This process encompassed an application submission, a test task, and an interview. The aim was to ensure the program's efficacy and identify participants who would continue to develop their profiles independently following the program's conclusion.

As a result, a diverse team of 22 participants was assembled, hailing from various cities and departments

It was crucial for the organizers to equip participants with the best practices and tools for developing personal profiles on social networks. Therefore, the ambassador program commenced with a support group, or mentoring from the ModumUp agency. The program featured four workshops, practical tasks after each session, and personalized feedback for each participant

To establish trust on social networks, it is crucial to present oneself from various angles, not just as a professional but also as a person. Participants were asked to consider how they wanted to portray themselves on social networks. For instance, they were encouraged to showcase their expertise, practical industry experience, discuss ANCOR projects, events, or training, as well as share personal aspects such as hobbies and interests.

The participants also selected social media behaviors that align with their personal preferences and values.

It is crucial to maintain consistency between one's online presence and real-life image on social networks

The participants formulated goals for the development of their personal profiles, identified and described segments of their target audience, developed their positioning, and designed their personal pages on LinkedIn.

We also talked about the frequency of content publication and emphasized that only consistent and regular posting yields results. It is important to publish posts 1-3 times per week to maintain audience attention and assist social media algorithms in promoting personal profiles.

We also discussed another way to capture and engage the audience on personal profiles: the use of varied content formats and post designs. This includes incorporating polls, expert videos, infographics, GIFs, original artwork, screenshots, photographs, and more. By diversifying the formats and visual elements of the posts, individuals can maintain audience interest and increase engagement on their personal profiles.

The participants prepared the percentage distribution of roles in their profiles, created a content plan for the next month, and wrote two posts for their personal pages.

We shared various methods of audience discovery, including internal searches within social networks, connecting with target audience members who are already in your network, using external lists, seeking recommendations, joining thematic groups, and utilizing hashtags.

We also discussed different ways to engage with the target audience on LinkedIn. In addition to the standard likes, comments, and shares, building relationships with the audience can be achieved through thoughtful comments, personal messages, congratulations, and skill endorsements. These actions enhance trust and credibility with your audience.

As a result, the participants identified representatives from different segments of their target audience and sent them friend requests. They calculated the Connection Rate (the percentage of accepted requests) for each segment of their target audience. Moreover, they interacted with the audience using various methods, including likes, comments, skill endorsements, birthday wishes, and congratulating them on new job positions.

By employing these networking strategies, participants were able to establish connections, engage in meaningful conversations, and build relationships with members of their target audience.

Since a large portion of ANCOR employees are HR specialists, we also discussed the differences between posting job vacancies on specialized job sites and personal pages.

On social media, it is essential to focus more on showcasing the company, the tasks involved, and the opportunities available for candidates, rather than solely emphasizing the requirements (although a link to the vacancy can be included). Job vacancies can be presented creatively, and a call to action can be added at the end of the post.

To enhance the participants' engagement, we regularly shared useful materials in a Telegram chat and provided reminders about assignments. Additionally, we developed a ranking system to incentivize participants to complete tasks in a timely manner.

During each session, we posed questions to the participants and conducted a quick poll at the end of the meeting. The ambassadors acquired skills in developing their personal profiles on social media, applied them in practice, and developed a habit of regularly working on their personal profile development.

At the conclusion of the program, the participants had a graduation party where they presented the outcomes of their work and received gifts for their active involvement.

The ANCOR team continues to develop the Employee Advocacy program for its employees. They conduct workshops for their ambassadors, share new valuable materials, facilitate knowledge sharing among participants, and track the effectiveness of the program.

The ANCOR team continues to develop the Employee Advocacy program for its employees. They conduct workshops for their ambassadors, share new helpful materials, facilitate knowledge sharing among participants, and track the program's effectiveness.