@WeAreNetflix in 2020: How Netflix is Showcasing Company Culture to Build Its Employer Brand
Learn how Netflix adapted their strategy to better represent their employer brand in today's rapidly changing world. By reimagining what's meaningful to potential candidates and focusing on empathy, Netflix's employer branding team leverages various social platforms to create @WeAreNetflix in 2020.
The way people perceive your company plays a big role in the type of talent you attract, just ask Marquise McCoy and Amir Moini from Netflix's employer branding team, who have adapted the company’s talent strategy to strengthen its employer brand in today's rapidly changing world.
Netflix has attracted millions of followers by creating meaningful content that is relevant, genuine, informative and delivers real value to its target audience. @WeAreNetflix is the company’s external-facing brand responsible for garnering the attention of top talent in the marketplace.
Across channels, the team tackles everything from what’s going on inside Netflix to the current events that affect us all. This is helpful in providing jobseekers with a comprehensive view of their company’s beliefs and culture.
Meaningful, relevant content every time
Their secret to success has been to reimagine what has the greatest value for potential candidates to showcase the company culture. This plays out by telling authentic employee stories about their work and how they fit into the Netflix culture.
Netflix has also embraced a philosophy of quality over quantity. They make a concerted effort to refrain from unnecessary posts that don’t deliver value. The team’s golden rule of content is to create engaging posts, and being mindful that the content will resonate with each person and their different experiences.
Reflecting real conversations
Providing authentic content is central to the company’s employer brand. One of the most successful ways Netflix has captured and delivered the real experiences of working at the company is through the @WeAreNetflix podcast, which features genuine conversations between employees who describe what it’s like to work at Netflix and how the culture supports them. It gives listeners a chance to take an inside look through employee stories and find out what makes the company tick.
Communicating mindfully during the crisis
Across all platforms, Netflix has been mentoring colleagues to be mindful of the specific challenges facing each region in the wake of COVID-19. "It’s very important that we are aware of what’s going on in the world, in our communities, and that we match what’s going on in the world in an appropriate way," says Marquise.
Employees are asked to be considerate of others and keep appropriate tone-of-voice when speaking about themselves, the company and their work externally. In these difficult times, caring and compassion will go a long way. Reflecting this, there’s been a shift towards content that focuses on courage, community, unity, authenticity and joy. The company is looking to bring a smile to people’s faces and warmth to their newsfeeds, pulling quotes from Netflix originals such as Brené Brown’s inspirational "The Call to Courage".
How can you deliver meaningful content to showcase your employer brand?
Amir and Marquise left us with their 5 top tips for delivering on a successful employer brand strategy:
Identify what values underpin your culture and how you tell those stories
Approach content creation with empathy and inspiration
Focus on giving back and
Vary your message, it doesn’t all have to be about COVID or the new reality
To hear from Netflix and other global leading companies on how they are navigating the new world of work, register for your all-access pass to the LinkedIn Impact 2020 virtual conference series.
*Please note this session was pre-recorded ahead of June 4th.
Communicating meaningfully and mindfully
"It’s very important that we are aware of what’s going on in the world, in our communities, and that we match what’s going on in the world in an appropriate way"