Game producer King needed a social-first strategy and always-on activation that would truly bring its playfulness to life. The company behind Candy Crush Saga had been named one of the Sunday Times’ Best Places to Work and Newsweek’s Most Loved Workplaces in 2023, but had been relatively quiet on social media platforms such as Instagram and LinkedIn.

Working with Wiser, it conducted focus groups, interviews, social listening and persona research, as well as crafting a visual identity that could feed into a 12-month social strategy with three main objectives: to give potential candidates a look behind the scenes, to engage the community through real stories about ‘Kingsters’, and build playful employer brand content that would build awareness of open roles. Spotlights on different ‘Kingdoms’ showed how employees brought exciting projects to life with their teams, the ‘Kingtern’ internship programme and its annual KingfoMarket event, among a number of other peeks behind the scenes. Employee stories included profiles of people reaching new career heights, achievements in the diversity space or managing work and family life.

Job postings included playful elements such as a quiz, or spinning wheels with imaginary roles that would spark humour and drive traffic to ads themselves. Impressions doubled compared to the previous time period and total engagements rose considerably. Objectives in terms of applications were exceeded and the social strategy has “revitalised” King’s presence on socials, according to its associate director of employer brand, Richard Gordon.