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Special Project

Special Project
From the 14th Annual Shorty Awards

Life at BlackRock Instagram Channel

Entered in Instagram Presence


The Global Social Media partnered with the Employer Brand team to relaunch BlackRock’s Instagram account to focus on BlackRock’s purpose of helping more and more people experience financial wellbeing, people and culture.

The Instagram’s account purpose is to:

The main KPIs we use to measure the account are follower growth and engagement.

Strategy and Execution

BlackRock’s Instagram channel serves as a designated employer brand platform that showcases the firm’s purpose, people and culture, marketing to candidates what life at BlackRock is truly like while also driving employee engagement and retention. By spotlighting employees, the profile highlights BlackRock’s employee network activities, company benefits, social impact efforts to support local communities as well as inclusion and diversity initiatives. The BlackRock Instagram channel humanizes the BlackRock brand in a unique way that showcases the company’s employees and efforts they drive to enhance BlackRock’s culture and the communities they operate in. Given our other social media accounts are focused on market commentary, thought leadership, macro insights and select cultural moments, the Instagram channel is unique in that it serves as our designated platform to showcase how we invest in our people.

Our strategy is tired to these content pillars



In 2021 we were able to grow our Instagram tremendously from the previous year.  Our Instagram’s content strategy, we were able to


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