Church & Dwight is a major FMCG company, operating well-known brands such as Arm & Hammer, Viviscal and Batiste. However, the C&D brand was struggling to have the same recognition as its sub-brands. It needed to become as prominent and respected as the products it was known for, connecting with a new audience of potential candidates through content that genuinely resonated with their personal values and career aspirations. At the time, its content was being posted without a cohesive strategy, it was under-representing its qualities as an employer, and channels were saturated with stock photos and posts that failed to inspire.

Working with Ph.Creative, C&D set about rebuilding the look and feel of its social channels, imbuing them with the real energy it saw in its employees. This began with extensive research into how its presence could be improved, a competitor audit, and forward planning workshops. This came together as a 12-month strategy designed to build its reputation internally and increase followers and impact externally via social media. Facebook was tailored to target roles in manufacturing and operations, while LinkedIn was optimised for corporate and professional roles. It replaced its reactive approach with a content calendar, automated the publishing process and brought in content management platforms, and built a custom-made insights dashboard to track performance.

Taking this a step further, it created specific personas to drive job applications where they were needed most. C&D also retargeted audiences that engaged with its brand on socials and drove them to apply, and identified key hiring locations and targeted messages for people within commuting distance. The impact of all of these efforts has been a 4,229% increase in job views, and more than 300% increase in application clicks – both of which are directly attributable to its social content. Follower increases far exceeded expectations on LinkedIn and Facebook.