How the CEO helped build a brand at Snam.
When European gas utility Snam needed to attract experienced engineers, management knew the company needed to differentiate itself from its competitors. A strategic approach was required, but the company also recognized the vital role that strong leadership would play in establishing the business as an employer of choice. Using the LinkedIn platform, the communications team and Snam’s CEO Marco Alverà launched a campaign highlighting the company’s focus on technology and the need for highly skilled people to help drive innovation.
Growth in Snam’s LinkedIn Company Page followers with engineering backgrounds
Growth in Alverà’s followers within weeks of campaign start
Snam new hires influenced by LinkedIn
Messaging a strong employer brand
Snam’s business strategy relies on developing new technology, and attracting skilled engineers was critical to creating value moving forward. So the communications team crafted an employer brand campaign focused on Snam’s evolution from utility to forward-thinking innovator. Nurturing talent was key and it was a message that had to flow from the top. They just needed a way to reach qualified candidates.
Engaging the right candidates
LinkedIn provided Snam a channel to communicate the company’s messaging to its intended audience of highly skilled engineers. People with specific skill sets were targeted with information on relevant jobs and company news from Snam’s LinkedIn Company Page, while Alverà communicated his perspective on Snam’s role in the gas industry via profile updates and Pulse articles. The company also created employer branding campaigns using LinkedIn Career Pages to tell the stories of employees and their experiences.This multi-pronged approach led to higher visibility and stronger engagement with targeted candidates.
Main product used:
Increase in engineering followers
Company Page followers with engineering backgrounds grew 2.5 times, creating a pool of qualified people interested in working at Snam.
Growth in CEO’s followers
Within one month of campaign start, Alverà’s LinkedIn followers grew by 63%.
New hires influenced by LinkedIn
51% of new hires were influenced by LinkedIn.
“We created a content strategy to improve the perception of the company, raise its profile, increase brand awareness, and bring to life the story of its transformation.”
Snam is Europe’s leading gas utility. Founded in 1941 as “Società Nazionale Metanodotti,” it has been building and managing sustainable and technologically advanced infrastructure guaranteeing energy security for over 75 years. Snam operates in Italy and, through subsidiaries, in Albania (AGSCo), Austria (TAG and GCA), France (Teréga), Greece (DESFA), and the United Kingdom (Interconnector UK). It is one of the main shareholders of TAP (Trans Adriatic Pipeline) and is the company most involved in projects for the creation of the Energy Union.
No. OF EMPLOYEES:
San Donato Milanese, Lombardy, Italy