Speaker: Carolina Guillen, Global Head Of Talent Marketing & Engagement, HelloFresh
What was the goal for this 3 week advocacy campaign?
Carolina Guillen: So the primary goal of our three week advocacy campaign was to come in as an additional channel to extend the impact of our marketing telemarketing initiative. At the time being, our campaign called Unlocking Opportunities. This campaign was all about creating pieces of content with expert tips for candidates along the hiring journey. We thought that by mobilizing our employee workforce, we would be able to amplify and tap into diverse networks and channels that might have not been as easily accessible to us through our traditional telemarketing efforts and also the channels that we have selected for this campaign.
How did Real Links work with you to deliver this?
Carolina Guillen: So one element that was really important for us was to make sure that we would serve the content and the engagement of this campaign and the channels that we use with our employee workforce. In our specific case, that is Slack. We use Slack for all daily interactions. And we didn't want our employees to have to adapt to a new tool or a new system with a unique login. They would have to remember to access the content but make it as easy for them, right? As simple as with the click of a button. This is where we began working with the Real Links team to make sure that we would be able to use Slack and serve each piece of content through our individual messages to all of our ambassador network. Through this format, we realized that employees responded really well to personalized, Slacks sent to them and they would also pay more attention and act upon them as well.
What were the results and what was most beneficial to you about the Real Links platform?
Carolina Guillen: As with any of our campaigns, We measured the individual results of each platform that we selected of each channel that we selected for the campaign. With Real Links when we came to the end of unlocking opportunities, and we measure each individual channel and compare them against each other. Real Links had brought 2.2 times more visits to the blogs than any other channel that we had selected for this campaign. In addition to the blogs that we were sharing, we had also included two specific pages from our website that were really important and relevant for us, our career center and our HelloFresh culture. Those pages during the time that the campaign was running. d time the campaign was running. saw increase of almost four times the normal organic visits that they receive. One of the things that we appreciate the most from Real Links was the feedback that we saw from our own employees to say yes, I want to engage with this platform. It's sending me the content straight away and a Slack is so easy to activate. And even those who selected to step away from the Slack messages that we had sent and go directly to the platform. Really appreciated that interaction. It's really easy to use, really convenient. So the feedback from our key stakeholders was a major, a major success for us as well as a team.
