Success Story: Gymboree
Gymboree wanted to better understand what past, current, and prospective employees thought about the work experience at Gymboree stores. Hodes began with an online reputation audit to better understand what conversations were taking place, how the brand was perceived, and what the focus of any social media outreach should be.
Through the audit, our digital team discovered that the value of the brand was based on consumers' experience with Gymboree teachers. The primary goal of our social media strategy was to drive interaction and interest from potential teaching candidates. Hodes also recommended beginning with a Facebook page, its large following and ease of use made it the perfect start. The Facebook page would allow consumers to interact with, and also drive interest in, Gymboree as an employer – specifically for hard-to-fill teacher positions.
The team understood and respected the fact that both marketing and HR had a social media agenda, but knew that both could be addressed on a single page. Gymboree assigned a team member to function as a Social Media Manager, working with all departments to manage every aspect of the Facebook page, including interacting with fans, adding status updates, and general maintenance.
In the first two weeks “fans” of Gymboree grew to over 1,000. More important, however, was their interaction: discussion, comments, and wall posts from consumers and candidates all were tracked using Facebook Insights.