Your Employees Define Your Employment Brand – How #FBFamily Got Its Start

Holland Dombeck McCue candidate experience, Candidate Pool, Culture, Employee Communications, Employee Engagement, employee experience, Good HR, Holland Dombeck, HR, HR & Marketing, Recruitment Marketing, Social Media and Talent, Social Recruiting

I interviewed a candidate yesterday for a Social Media Coordinator role on my team and one of the questions I asked was around how she approaches identifying content to share on social. Her response was spot on.

In her current role, she was tasked defining her recruitment social media content strategy and instead of pushing her own agenda, she asked the company’s employees. She first spent time in the two hardest-two-fill functions and gradually worked her way down the list of departments Talent Acquisition supports. She probed to understand what nuances existed in each client group and what unique value prop they had to offer a candidate joining their subset of the overall machine. She wanted to know what organic movements and tribal idiosyncrasies have organically developed to provide an authentic view of working on each team on social.

Most companies who actively manage their employment brand on social have mindfully curated a great culture and story. But is this the truth or just fluff? If it’s the latter, it’s bound to backfire, which is why this article on #FBFamily caught my eye.

As Facebook has swelled to 13,600 employees around the globe, it relies on its own social network to keep its “startup feel” alive.

Facebookers spend all day, every day on the site, using it as a productivity tool to chat and collaborate. But it’s also a great way for coworkers to get to know each other on a more personal level.

The company’s internal community has more than 20,000 Groups and although they’re primarily work and project focused, many are social. There are affinity groups for parents, “Game of Thrones” fans, and people who love the board game Settlers of Catan, to name a few.

“We always talk about bringing your ‘full self’ to work,” Facebook’s head of people, Lori Goler, tells Business Insider. “You’re not a different person when you leave here and go home in the evening than you are during the day.”

Having Facebookers get to know their coworkers in a more well-rounded way helps build empathy. Goler recounts one anecdote from several years ago where an employee posted about a serious health crisis that she was going through in one of Facebook’s internal employee groups. Immediately, her coworkers rushed to offer their support.

The response was so overwhelmingly warm and amazing and people started tagging the post, “#FBFamily,'” she says. “Before you knew it, FBFamily was appearing everywhere. It had come completely organically from this post, but it took on a life of its own.”

Goler says that she even started seeing people sporting little rubber bracelets emblazoned with the slogan.

“It became an internal movement almost that reflects the support and closeness and friendliness of the organization,” she says.

Zuck didn’t carefully curate the #FBFamily movement, it’s something that happened organically through Facebook’s employees through his encouragement to connect through Facebook and through their connection to each other. Your employees are a powerful way to convey the authentic, human side of your employer brand and culture—you just need to give them runway to do it.