King is best known for games such as Candy Crush Saga, and has more than 200 million monthly active players. However, the company had not posted on Instagram or LinkedIn for a number of months, and as a leader in the mobile games space, needed to be more proactive about how this was communicated. A new social strategy needed to show its seriously playful culture, that it celebrated “all sorts of heroes” in its diverse culture, and employees’ role in redefining the world of mobile games. This would also align with its broader employer brand strategy, aimed at highlighting its mission of Making the World Playful.

On Instagram, King aimed to stand out in people’s feeds with engaging content such as Q&As with employees, while LinkedIn showed employee stories and linked directly to the careers site. King was not afraid to be playful on both platforms, proving that work can be as fun as it is professional. It worked with Wiser to develop content ideas and get approvals from the employees and leaders involved. A ‘Main Character Energy’ content series put women at the forefront, aiming to diversify applicants as men still make up over two-thirds of game developers. The company also created content telling stories of neurodiverse talent excelling at King, with employees writing their own supporting copy, and stories highlighting the importance of accessibility.

The social stories gained real traction and recognition, significantly increasing follower counts compared to competitors and improving total engagements year-on-year. In the first year, applications went up from 3,100 to more than 10,500 a month, and the campaign has revitalised King’s presence across social platforms.