From day one when Jeff and Marianne Silver founded Coyote Logistics in 2006, they set out to create a company that would change an industry. They wanted their employees to live by one mission: do the right thing every time. No Excuses. They knew Coyote would be a company where people could be happy at work and feel like they belonged to something bigger than themselves. This vibrant and unique culture has catapulted Coyote to immense growth: in ten years, the pack has grown to more than 2,000 employees in 17 offices across North America.
As we continue to grow, we will remain focused on recruiting individuals who embody Coyote values: tribal, true, tenacious and smart. We created our #JoinThePack video campaign to not only gain brand recognition, but to show rather than tell potential recruits what working at Coyote is truly like. At the end of the day, Coyotes share in each in other's success. We take care of each other because everyone matters. To move forward as a company while supporting our recruiting efforts, we wanted to utilize Instagram video as a means of reaching today's top talent.
Through our social media strategy, Coyote offers a unique view at a company that is transforming an industry, changing people's lives, and giving back to the community. Our culture is unique—we believe in doing the right thing every time, we live up to every promise and we have fun, all while continuing to learn every day. These values represent every employee—both current and future Coyotes we are recruiting on a daily basis.
Recruitment is an underlying mission in everything we share across Coyote's social channels—especially Instagram. Our Instagram is home to the vibrant images that depict Coyote's culture, often using #JoinThePack to drive home our objective of recruiting new Coyotes.
Our social media recruiting strategy for 2016 revolved around a single video that lived on our YouTube channel. We used the content of this video to create a series of videos that were posted on Instagram in 2016—each 15 seconds long and ending with the familiar #JoinThePack.
One of our main objectives in our #JoinThePack campaign was to establish Coyote's brand recognition. We wanted to create a series of videos with the same end goal: showcase culture, create brand consistency, and of course, target individuals looking to #JoinThePack.
The campaign began on January 21st, 2016 spanning until March 31st. In that time frame, we posted five individual short, 15-second clips. Throughout the campaign, we saw total followers increase by 10.3%, 3,281 engagements, video views span over 5,000 with #JoinThePack being the most engaged hashtag with 639 interactions.
Overall, we were extremely pleased with the results of our video campaign, particularly since there was no advertising spend behind the videos. For a completely organic campaign, our engagement numbers, video views, and increase of followers were hugely successful for a Coyote-branded video campaign. More importantly, we measured the success of these videos based on our recruiting efforts. Having positive feedback from our Executive team and Coyote leadership would be considered a success in itself, however seeing the encouraging reaction from our Instagram audience, including our employees, was all we could hope for.
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