U.S. Air Force Recruiting’s Hashtag Combo
Coombining #ThrowbackThursday with #Womenshistorymonth yielded the U.S. Air Force Recruiting yielded more than 21,000 likes to one picture and caption. Here’s what it said: “Lt. Col. Nicole Malachowski was the first woman pilot to join the Thunderbirds, the U.S. Air Force Air Demonstration Squadron.”
The beauty of this win is the social engagement it drew.
That included heartfelt comments from men and women like these:
“I remember watching her perform at my local air show and I was sooo happy when I got to shake her hand and get her signature. It was then that made me decide I wanted to join the Air Force. As I write this right now I’m laying in bed at my technical training about to go back home and continue serving my country!”
“I served 1957 to 1961 and most women relegated to the WAF band or in the radar room of my AC&W squadron. Now they drove the B2 and fly combat missions. Thank you to the Air Force for graduating to the21st century. I am still an American Airman.”
“Love smart, ambitious women who ignore the status quo and do what they want to do in life! Thank you for being a positive role model for women!”
But more importantly, it positioned the Air Force well in the eyes of women everywhere who aspire to be part of the elite corps of professionals. These comments are living testimonials for Air Force Careers. Call it viral marketing, call it word-of-mouth marketing, or call it employer branding. But call it clever and effective in striking a cord with their target audience and without a word from Lt. Col. Malachowski.
Why Can’t Everyone Be Disney?
Disney’s Twitter site is treasure chest of pictures, stories, and fun; and every tweet is like preaching to the choir. This short video on YouTube has already been watched more than 100,000 times.
It’s almost not fair. According to a Forbes article last summer on the 25 companies where top Millennials most want to work, Disney already ranks No. 2.
But these consistent and continuing promotional efforts revealing an inside look at films coming soon, rides coming soon, and smiling faces with “ear-to-ear” grins just continues the positive groundswell of goodwill. When I saw this group shot celebrating the Pixar Oscar win which got over 600 retweets, even I had major FOMO.
But what about the rest of us? What if your company doesn’t wear ears or win Academy Awards? Can you still compete? Of course the answer is yes. Tweet on your own terms. Build a following, show your culture, and show people enjoying their work.