Panel: Scroll-stopping Content Ideas That Work Emily Rutt, Nestlé USA Tony Prudente, Brother USA Dani Kaufman, PetSmart

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#RALLYFWD
Scroll-Stopping Content
Ideas that Work
Dani Kaufman
Manager, Talent Acquisition
Operations & Employment Brand,
PetSmart
Emily Rutt
Manager, Social Media &
Community Management,
Nestlé USA
Tony Prudente
Senior Specialist,
Corporate Communications,
Brother USA

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1. How to partner with ERGs to
create equitable content
2. How to amplify authentic stories
3. Where to place content for best
impact
© 2021
WHAT YOU’LL LEARN

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DELIVERING EQUITABLE
CONTENT ON LINKEDIN
How to combine storytelling and content activation to deliver successful, equitable
LinkedIn campaigns

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It’s one thing to create diverse content. But
how do you create diverse content that is
equitable and successful?
Through a combination of human-centered
storytelling and mobile-optimized content, you
can create and deploy repeatable,
high-performing campaigns.
© 2021
Equitable Content

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For Black History Month, we worked with
the members of our WeAreBRAAVE ERG to
create a series of LinkedIn posts:
1. WeAreBRAAVE ERG Member Quotes
2. Small Business Spotlight - NJ
3. Small Business Spotlight - TN
4. Employee Summary of Black History
Month celebration
© 2021
Example #1
Engagement*
Post 1
+289%
Post 2
+42%
Post 3
+57%

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© 2021
Example #2
For Women’s History Month, we worked
with the members of our Ways ERG to
create a series of LinkedIn posts:
1. Ways ERG Member Quotes
2. International Women’s Day
3. Ambassador Spotlight
4. Employee Summary of Women’s
History Month celebration
Engagement*
Post 1
+257%
Post 2
+264%
Post 3
+83%

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Pro Tips
• 1:1 ratio is your best friend
• Find out what works for you, then run with it!
• Be consistent with design
• It’s never been easier to be a designer
• People trust people more than brands
• Delivering successful content is art & science
• Don’t be afraid to speak up, especially if you
know a better approach

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HOW TO SHOWCASE
AUTHENTICITY WITH
ASSOCIATE STORIES
Authenticity matters more than ever, learn how to gain buy-in from associates to
create compelling stories to promote your culture

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Culture-centric employee spotlight content
highlights to EVP messaging and drives impact
with talent.
We’ve found that culture content campaigns
have been able to significantly increase
impressions and engagements, increasing a
wide-ranging Nestlé talent pipeline and feeding
back into job and talent opportunities. Nestlé
© 2021
Culture-Driven Content

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Adapting
Content to a
Virtual
Environment

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Re-packaging Glassdoor Reviews

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From being named as a “Best Employer for
Innovators” by Fast Company to a “Most
Innovative Company of 2020” by Boston
Consulting Group, earned media has highlighted
Nestlé’s culture and opportunities for growth.
As part of our content strategy, we’re able to
highlight these wins through a wide range of
content including videos, graphics, articles, and
more.
Westlé © 2021
Highlighting Earned
Media

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• Highlighting employee stories is one of the
ways that we’ve been able to articulate the
game-changing leaders and innovators at
Nestlé.
• This has included employee Day-in-the-life
videos, our Ask Me Anything Series,
Employee photo spotlights, illustrations,
and animations.
• We communicate these impactful stories
year round, but they are also perfect for
tying into larger initiatives, like
International Women’s Day, Black History
Month, and more!
Westlé © 2021
Employee-Focused
Spotlight Content

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PRO TIPS
• Identify the right audience and right time
• Provide credible proof points
• Amplify authentic voices

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YOU HAVE GREAT
CONTENT, NOW WHAT?
Creating content can be hard, so here’s how to position it for multiple uses!

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PRO TIPS
• Understand and outline places where your content is and
could be showcased.
• Candidates review 12+ pieces of content before deciding to
apply including social media, review sites, job boards, and
earned media. Make your content be everywhere!
• Meet the candidates where they are - repurpose content for
different platforms for increased visibility
• Utilize your associates as ambassadors!
• Great people know great people, so have them share
content with their networks.

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Ideas for repurposing
• 1 piece of content can be transformed or repurposed dozens
of ways
• Published as a status or article on LinkedIn
• Added to company profiles on Glassdoor/Indeed
• Turn into visuals for social posts
• Added to a blog or profile
• Include in relevant job descriptions
• Parsed out for multiple posts over different weeks

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