Whilst RB are one of the largest consumer health companies in the world, and their "Powerbrands" enjoy recognition across over sixty countries, their corporate and employer brands suffered from low awareness from consumers and potential employees. A monthly content plan of 'life at RB' through the eyes of various #Gamechangers who worked for RB really helped customers and potential talent understand the company behind the brands.

1. RB – The gamechangers
Case Study – November 2014

2. RB is a multinational consumer health company with
operations in 60+ countries and over 37,000 employees
worldwide. RB brands, especially their Powerbrands are
well-known globally but the RB corporate and employer
brands suffer from a lack of awareness. RB needed to bring
its unique EVP “GameChangers” to life.

3. The content for social channels was not created centrally
but sourced via individual contributions from current
employees, providing an authentic and consistent
articulation of the EVP. Every month on Twitter and
Facebook a different RB employee shares what it’s like
to work at RB from their perspective, publishing updates,
tweets, photos etc. This allows us to show off “life at RB”
through the eyes of a different #GameChanger each
month, ensuring fresh content and a different perspective
appealing to a wider range of audiences.

4. In less than six months, the GameChanger social
recruitment initiative has resulted in:
• +103,000 new community members across
LinkedIn and Facebook
• +250,000 GameChanger social
engagements
• A cost-per-engagement of < £0.03
• RB outperforming all global benchmark
competitors including GSK, Unilever, L’Oreal
and P&G on the critical engagement index
Furthermore, the momentum this creates within
the organisation has engaged internal audiences
and enhanced the global reach of the EVP within
the business. Click infographic to see high resolution

5. Founded in 2006 and headquartered in
London, Carve is a boutique consultancy
that advises some of the world’s leading
organisations on the strategic use of social
media.
Our people-first approach helps
businesses build the systemic capability
to create value through better connectivity
and collaboration. Results-driven, our
programmes include transformation
through Social Recruiting, Social Selling
and Enterprise Social Networking.