Objectives

TE Connectivity is a global industrial technology leader working side by side with engineers around the globe, enabling today’s most revolutionary breakthroughs to create a safer, sustainable, productive and connected future. TE nurtures a workforce that combines a wealth of perspectives and backgrounds, and we foster a culture where everyone can bring their whole selves to the workplace. We aim to create an exceptional talent experience that attracts, develops and retains the employees and leaders we need to win today and in the future, which required us to position the brand as an innovative employer with an inclusive culture to attract this next generation of high performing talent.

The talent marketing campaign #YouBelongHere featured TE employees from around the world through emotive and inspirational storytelling not for what they do – but rather who they are based on diverse backgrounds, unique passions, and experiences – and how TE empowers them to bring their full, authentic selves to work.

• Drive awareness of TE Connectivity as an innovative employer with a diverse workforce and inclusive culture through authentic emotive storytelling and human-interest features.
• Engage the LGBTQ community and TE employees with authentic conversation by highlighting TE’s purpose, culture of inclusion and diversity, and flexible workplace policies.
• Extend and amplify our internal “You Belong Here, Be Proudly You” messaging and existing #LifeatTE social media campaign to promote an inclusive and diverse workplace.

Strategy and Execution

One way we create an engaged and inclusive culture is through our rapidly expanding Employee Resource Groups (ERGs), which provide a space where employees can foster powerful connections and develop in a supportive environment. We launched the ERGs in 2014 and today there are five groups with chapters in more than 40 countries, totaling nearly 5,000 members. We partnered with our ALIGN ERG, a network of LGBTQ employees and allies that seeks to create an environment where all TE employees feel safe, respected, valued and supported in the workplace, to identify employees willing to share their personal story.

The campaign featured two LGBTQ employees – Maggie, who is full of resilience and proudly represents the Latino community as a role model for women in management; and Takeo, who takes us on his personal journey in a traditional conformist society with his partner and two dogs.

Social Campaign & Video Strategy

• Produced long-form videos to live on-site and YouTube, with snackable short-form versions atomized for owned and paid social platforms
• Released the short-form videos sequentially to bring our audience along Maggie and Takeo’s journeys
• Launched an original hashtag, #YouBelongHere, and integrated with our existing #LifeatTE hashtag to encourage authentic engagement and conversation among TE employees and the LGBTQ community
• Amplified video reach through concerted employee advocacy approach leveraging global internal communications platforms

Organic Social Strategy

• Video content and imagery sequentially released across LinkedIn, Instagram, and TE Careers Facebook page, perfectly suited for highly visual storytelling and employee engagement
• Leveraged LinkedIn Elevate for employee advocacy

Paid Social Strategy

• Boosted organic to increase content reach to a wider audience to build brand awareness and highlight inclusive workplace culture 

Amplifying TE’s Mission and Purpose

• The video campaign was predicated on TE’s talent strategy to inspire, educate and position the company as an innovative and inclusive employer. It was designed to lead with people and be less focused on highlighting our technology and company achievements.
• This campaign was designed to spark authentic conversation with external audiences, as well as our global workforce of 80,000 employees

Distribution Strategy

• TE.com/Careers landing page experience 
• Owned Social Media (TE Careers Facebook, Instagram, LinkedIn)
• Paid Social Media
• YouTube
• myTE (internal TE communications channel)

Results

While the You Belong Here campaign is ongoing, we've seen impressive results exceeding previous talent campaigns and industry benchmarks. 

• 1M+ impressions across social platforms
• 7% engagement rate on Facebook, above the industry average
• 2,500 on-site talent form fills
• 1600+ influenced internal talent referrals 

Total Organic Reach: 406,976 

Total Organic Video Views: 55,271

Average engagement rate per platform: 

• LinkedIn 2.15% 
• Facebook 5.10%
• Instagram 4.69%
• Twitter 1.11%

Media

Video for TE Connectivity: You Belong Here