As a leader in mobile technologies, consumer electronics, home appliances, and enterprise solutions, Samsung is a global company that is best known for its cutting-edge products. It is seen as a business that drives innovation and creates technology for a better tomorrow.
However, Samsung is less known for the values that are at the heart of everything they do. The Muse has been an invaluable partner in helping to share Samsung Electronics America’s key principles of people, excellence, change, integrity, and co-prosperity, as well as what it’s like to work there to the broader talent market.
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The Challenge
Samsung has a very established presence and brand in South Korea, known for its high-performing, fast-paced culture that values accountability and integrity. But it was a very different situation in the U.S. Locally, Samsung Electronics America competes with more tech companies for candidates than in Korea, and wanted a way to educate job seekers and showcase Samsung’s high-tech campuses, innovative teams, and what #LifeatSamsung was like.
Samsung Electronics America was also challenged with attracting the right kind of talent from a diversity and inclusion standpoint, and wanted to do a better job of targeting a more diverse pool of candidates, especially in certain key areas such as network engineering.
The Objective
Samsung partnered with The Muse with a few goals in mind:
- To strengthen Samsung’s employer brand presence and reputation
- To increase the pipeline of diverse talent
- To create authentic and engaging video and photo content that represents who we are, what we stand for, and what it is like to work at the company
“Before our partnership with The Muse, we didn’t have content or videos that showcased our great people, our ways of working, and our value system. It was important to us that we highlight the environment and tell our talent story. The Muse understood our vision and was there to help us best represent our message in the marketplace.”
–Jenny Han, Culture & Brand Specialist
The Solution: How Samsung Leverages The Muse
Driving Brand Awareness to Potential Candidates
Samsung leverages The Muse’s general and themed round-ups to drive awareness and engagement to their profile and open roles. For example, Samsung was featured within the top five spots in four articles between November 2020 and June 2021, including the No. 1 company in a roundup of tech companies that will take your career to the next level.
Using Video Content to Showcase Company Culture and the Employee Experience
The Muse and Samsung created seven employee testimonial videos, featuring a diverse group of employees across various teams (including innovation, product marketing, supply chain, and customer relations) and office locations. They also made two Feature Videos with The Muse to help showcase what kinds of people thrive at Samsung and provide an authentic look at what it’s like to work at the company.
Finally, The Muse and Samsung created three montage videos that focus on key values at the company: diversity and inclusion (featuring employees who are involved in employee resource groups), innovation, and giving back.
Samsung leverages their Muse video content across their various recruiting channels including their careers site, third-party job sites, and recruiting campaigns to engage candidates at multiple key touchpoints.
Attracting Candidates to Specific Offices and Teams
The Muse and Samsung created two expanded pages on the profile focusing on offices in Plano, Texas, and Ridgefield Park, New Jersey, in order to showcase two of Samsung’s biggest and most impressive campuses in the U.S. For example, the campus where the Plano facility is located offers amenities that Samsung wanted to highlight, including a shared pool, gym, and food hall.
The company was also planning a big hiring push for the Plano office, specifically for the Networks Business engineering team—which drove the decision to add an expanded profile page about this team. Copy blocks focused on the work they do to push innovation forward and the opportunity for employee growth, with a link to the branded Company Insider article about one employee’s experience.
“The Muse was such a great platform for us to use because it captures a more diverse and emerging talent community, which is exactly the type of candidates we are looking to attract at Samsung.”
–Jenny Han, Culture & Brand Specialist
The Results
Samsung measured its success by the number of users who engaged with its content on The Muse through viewing its profile and open roles, and applying for jobs. Since partnering with The Muse, Samsung has been able to increase its engagement in all of these areas.
- 8,760+ profile views
- 7,000+ job views
- 1,300 job apply clicks
In addition, Samsung saw great success through their use of branded content—including four inclusions in round-ups and the aforementioned Company Insider article featuring a systems engineer—to drive brand awareness.
- 270,000+ impressions (through The Muse’s email newsletters, social media promotion, paid promotion, and organic traffic)
- 32,000+ interactions (anytime a Muse user clicks on a company’s article, job posting, company profile module, or career page BrandBlock)