As part of Mitchells & Butlers’ digital recruitment strategy, spottydog was asked to showcase the credible career progression available to its chefs on Mitchells & Butlers Careers social media channels. Aiming to encourage experienced Kitchen Managers to make the leap to a Kitchen Skills Trainer role and to also inspire young people to pursue a kitchen career we used Facebook, Twitter, Instagram and LinkedIn social media channels.
Our approach was to let real people talk about their real jobs. So, we decided to create a 90 second Q&A video with a Kitchen Skills Trainer, Tony Broom, who has spent 35 years rising through the ranks as a Mitchells & Butlers’ chef. By putting the spotlight on Tony, we created authentic content, where he talked genuinely about his own career pathway. We asked Tony how Mitchells & Butlers helped his kitchen career, why he loves working with Mitchells & Butlers and his advice for budding chefs looking to make their mark. Using video content meant that we could create content that would be easily digestible for our audience and that the content would be prioritised in news feeds across our social media platforms.
Shared through Mitchells & Butlers Careers social media channels the Q&A video achieved a reach of 16,000, against a benchmark of 5,000, across Facebook and Instagram and over 7,500 impressions, against a benchmark of 5,400, across Twitter and LinkedIn. Our most reached audience was 25-44 year olds – reaching both young people and more experienced hospitality professionals. Sharing the video on Mitchells & Butlers employees’ own LinkedIn profiles meant we were also able to extend our reach directly to their engaged audiences.