Objectives

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.

Strategy and Execution

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.

• Tonality: Everything you see and hear in these videos, from the shots of our people to the background music and voiceover, emotes an epic energy. There is a feeling of urgency and importance in its tone. This mirrors the rush one feels when they walk into Coyote. We are a fast-paced, energetic company—always moving forward, never slowing down.
• On-Brand Messaging: Coyote's brand stands out, from our custom green and typography to our brand characteristics: tenacious, tribal, true, and smart. When putting out any content we make sure that not only the visual aspects represent the Coyote brand, but also the copy.
  • Anyone familiar with the Coyote brand will be familiar with our "No Excuses" mentality. For every Coyote, No Excuses is ingrained in them from the first day they join the pack. It's what sets us apart from other companies and what drives our employees to wake up knowing they're a part of something special. It's printed on the walls of our offices, its strewn across the tops of our social media profiles. It's only fitting the first video in the series asks the question, "What does No Excuses mean to you?"
  • "What does No Excuses mean to you?"
  • "What you do can make a difference."
  • "We're not only transforming an industry. We're also changing people's lives."
  • "Be yourself. Be strong. Be smart."
  • "Be a part of something that never quits."
• Consistent hashtag: We end each video with our hashtag #JoinThePack. We share this hashtag across all of our social channels on posts geared toward potential new hires—from the photos of our recruiters at university career fairs across the country to that time we did the Mannequin Challenge.
• Timing: January marks the start of recruiting season for many universities—our recruiters are at a different career fair almost every day. What better way to capitalize on this momentum than by sharing a look inside the walls of Coyote? Given our young demographic on Instagram, we knew it was the perfect platform to launch this recruiting campaign.

Results

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 31^st. 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.

Media