SAP : Joined up careers channels

A tech giant has a unified social media presence aimed at jobseekers.

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The feature

SAP, the German software company, has an expansive presence for jobseekers on its website and social media channels, under the banner ‘Life at SAP’. In the website’s careers section, ‘Life at SAP’ covers information on the culture – office locations, employee profiles, social activities, etc.

There are 'Life at SAP' Twitter, Facebook, YouTube and Instagram channels, signposted from the careers section, that feature a mix of comments by and pictures of employees, job advertisements, CSR-related posts and engaging videos about what its like to work there. 

The takeaway

‘Life at SAP’ communications show an impressive level of cohesion across the careers section and social media outlets, suggesting one department runs the campaign. There are cross-promotions on social media (eg, the Facebook page promotes the YouTube/Instagram channels) and posts often attempt to lead visitors to website content.

The content is aimed at current employees and jobseekers, an interesting combination of employee communications and recruitment that will give jobseekers useful glimpses into how the company thinks and works. The images posted on Instagram in particular, present a meaningful if somewhat random window into daily life at SAP.

Signposting for the ‘Life at SAP’ channels could be improved. Unlike the company’s LinkedIn presence, which is signposted from standard footer menus on many SAP web pages, the ‘Life at SAP’ channels are promoted only from footer links on the Careers website, and may be easily overlooked. Relative levels of interest may reflect this fact – the company has more than 500,000 followers on LinkedIn, versus just over 5,000 for its Life at SAP Twitter feed.

Although joined up within the careers section, the fact that ‘Life at SAP’ channels are not promoted on other corporate channels (the main SAP YouTube channel for example) also suggests that the core communications function is not working together with those responsible for careers.
First published 24 June, 2015
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