Objectives

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:

• Engage with active and passive candidates
• Enhance BlackRock’s positioning as a global employer of choice
• Create a more human candidate and employee experience
• Increase the sense of inclusion and belonging among current employees

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

• Purpose: How we are showcasing BlackRock’s purpose and champion our firm’s narrative.
• People: How we showcase the benefits and opportunities for working at BlackRock.
• Culture: Where we highlight our diversity, office and employee highlights.

Results

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

• Increase followership organically by 61% - This growth surpassed the followership increase across all other BlackRock social media accounts in 2021, most of which have paid promotion behind them.
• Increase post engagements by 115% - Given we use post engagement as a main KPI, the success of the channel in 2021 is proven through this increased engagement.
• Feature 225+ employees from 34 different office locations around the globe – By sharing employee stories, employee connectivity is driven internally, which increases employees’ sense of inclusion and belonging.

Media