Monday, June 22, 2009

Social media for internal comms
Deloitte Consulting won a Gold Quill at IABC this year for a cool internal comms initiative that uses social media. The aim was to retain and recruit more Generation Y employees by getting them engaged with the company and sharing what it's like to work for Deloitte via social media.They ran a Film Festival asking employees to make 3 min film answering the question "What's Your Deloitte?".

Employees posted videos on a Youtube channel, and I imagine, on their intranet. The video below was the one that had the most view on YouTube.

More details of the campaign can be found at IABC here. In summary:
- 372 films were submitted, by 2000 film makers, which equates to 5% of Deloitte's staff.
- the gallery where the films were show was viewed over 400,000 times.
- the winners got a experiential trip e.g. Sundance Film Festival or a cash prize.

I don't know how the campaign has impacted on their Gen Y retention and recruitment [if anyone from Deloitte reads this, then any results you could share would be fab].

The reason I like this is because it's not using social media to sell more widgets, or attract more voters, like many of the text book campaigns, but to get people to share their feelings and opinions on what it's like to work somewhere. Plus, [and no offence to Deloitte] Big Five management consultancies aren't well known for experimenting with new things or giving up control.

So, big hand to Deloitte for this and congrats on your award.

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