Blizzard Entertainment is one of the largest global interactive gaming companies, with thousands of employees across North America, Europe and Asia. In 2021, Blizzard’s social channels had remained mostly silent for over a year as the company focused on internal culture change. So in 2022, the business set out to rebuild the Talent Brand team so it could play a critical role in rebuilding trust and attracting candidates. Historically, Blizzard had been a “dream” employer, and the team needed to recreate this joy and excitement.

Its first step was to establish authenticity by employing employee voices. This included a number of employee spotlights on platforms such as Instagram and LinkedIn. Content was created to be aesthetically pleasing, relatable and gaming-focused, and reflected Blizzard’s evolving culture. To promote open positions, it referenced iconic game universes such as Overwatch and Diablo. Using the #Blizzlife hashtag, employees posted their own stories across multiple social platforms.

They used different voices for different platforms – for example humorous and casual on Twitter/X, and more aesthetically-led on Instagram. The very presence of a gaming company and its fun and unique culture on LinkedIn was unusual, so Blizzard stood out amongst competitors. The new strategy attracted millions of impressions and a huge increase in engagements year on year. Followers have turned into career site visitors and almost 3,000 completed applications.