Home Depot Social Media Strategy
Increasing visiblity among Home Depot employees
and potential candidates
Improved
Engagement
Increased
Facebook Fans
by 3,277
Increased
followers
Company Background
A well-known brand in retail hardware and home improvement, The Home Depot employs more
than 300,000 people.
The Challenge
The company sought to increase visibility among its employees and potential candidates. Findly saw
an opportunity to leverage social media to increase fan counts, improve engagement levels, and
expand The Home Depot employer brand across the most popular social networks.
The Solution:
Ensuing strategy sessions determined that it would be important to present social media initiatives
as an extension of the recruiting and hiring process. This would provide candidates with a real-time
opportunity for two-way communication versus simply entering into an anonymous applicant
tracking system. The team also decided that periodic contests (Favorite Awesome Associate, Boost
Your Career in the New Year) would be conducted to help increase social media activity.
Success
Story
www.findly.com
Implement:
This project was unique in that many of the implementation and measurement activities coincided
and/or overlapped. The following timeline gives an in-depth look at the implementation steps for each
social network, as well as the measures achieved.
Facebook
08/2010
The Home Depot Careers joined Facebook.
01/2012
Findly begins daily maintenance/reporting (21,310 fans, engagement rate 1%, monthly reach 33,725).
02/2012
Findly creates custom tabs, Jobs Search & Share, and timeline creative assets for posting.
03/2012
Findly begins writing editorial content.
08/2012
Findly launches first contest, increasing the number of fans by 3,277.
10/2012
We partner with Military.com to promote “Mission: Transition” military hiring initiative to drive veterans to Facebook and ultimately, the event registration page (See Case Study – The Home Depot/Military Hiring Initiative).
12/2012
Findly launches promoted posts, increasing total reach to 170,603.
12/2012
Findly launches second contest, increasing fans by another 1,287 and improving engagement to 10%.
01/2013
Findly provides “ambassadorship” training to The Home Depot, in order to help assigned employees
understand how and what to post to Facebook.
01/2013
Posts reach 90,040 users, a 193% increase since Findly began managing The Home Depot’s Facebook presence.
02/2013
Total number of fans reaches 30,755, up 9,445 (44.32%).
02/2013
The Home Depot signs a new proposal for seven contests to be conducted on Facebook and Twitter.
LinkedIn
12/2012
Findly updates The Home Depot’s LinkedIn Company and Careers Page.
01/2012
Findly provides administrative and ambassadorship training to selected employees.
01/2013
Findly creates “The Home Depot LinkedIn Group” and begins tracking activity.
Twitter
08/2012
Findly launches Twitter @homedepotcareer and begins reporting.
12/2012
Findly launches first Twitter contest, increasing fans to 1,056.
12/2012
Findly launches a promoted tweet campaign for The Home Depot, reaching 59,300 Twitter users.
01/2013
Findly provides ambassadorship training.
02/2013
Total number of followers equals 1,355 with an engagement rate of 4.5%.
02/2013
The Home Depot signs a new proposal for seven contests to be conducted on Facebook and Twitter.
www.findly.com
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