Speaker: Marjorie Miller, Talent Acquisition Manager for Early Careers, GM Financial
Briefly describe your program, the outcomes, and what others can take away from it.
Marjorie Miller: GM Financial's recruitment marketing and early career talent teams developed an intern social media strategy aimed at telling the authentic story of our intern experience while growing our pipeline for early career talent. With Gen Z at the forefront, we created mobile first short form videos that highlighted key intern experiences such as orientation, presentation day, and their community service event authentically. This allowed us to showcase our company culture, career opportunities and benefits in new and engaging ways. By doing this, we position GM Financial as an employer of choice while strengthening our early career talent pipeline. Utilizing current interns as the faces of the campaign. We aim to create and share stories and experiences that allowed them to connect with their peers. With short form videos coming at no cost, we were able to create a variety of content throughout the summer internship experience. In 2024, our early career content earned over 166,000 impressions and had an engagement rate of 1.88%, beating the industry average of .7%. We also saw a year over year increase of over 24% impressions. A key takeaway of our strategy is that by keeping content relatable and mobile friendly, companies can make it easier for candidates to engage and learn more about your internship and early career programs. You do not need extensive equipment or a lot of filming in order to successfully position yourself as an employer of choice.
