Life Sciences giant GSK has a culture that champions inclusivity and difference, but it wanted to increase awareness of the business as an employer of choice, attract diverse talent and highlight the range of career opportunities on offer. Symphony Talent already supported GSK with its global social content planning, but decided to change its strategic approach to target priority audiences. Previously, locations would be sent roles for all functions, but globally different teams work across different areas, so this was not effective. And while new followers were good, engagement was more important, so target audiences were adjusted to have more relevant conversations with the right candidates.

The next step was to align all social and content activity with GSK’s ‘Ahead Together’ brand purpose, leveraging its strengths and culture. The team curated content from existing information, sourcing stories from its website, internal communications, press releases, and other assets. They interacted with colleagues to bring their stories to life, focusing on teams with the greatest need and researching what content would work best for these audiences. Employees were given thorough guides on how to shoot and create engaging content, and it was collated together in preparation for building the social posts. Symphony and GSK also developed some content from scratch as part of wider campaigns and projects.

Symphony ran workshops so employees could understand the employer brand and where they would fit in. It conducted photo and video shoots to create a bank of employee imagery, and built relationships with employee resource groups. For example, when the company launched its GSK Onyx division and needed tech talent, it showcased its newest recruits and their career paths. To hit different age groups and demographics, they created flexible content that felt native on every platform, adjusting the tone of voice for each one. Engagement rates improved significantly, generating millions of impressions for different recruitment campaigns and strongly influencing a rise in the number of applications.