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How to Use Social Media to Delight Current Employees

Authors: Jay Baer Chris Ebbeler
Posted Under: Social Pros Podcast
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Jay Baer

Daniel Lemin

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Jay Baer

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Jay Baer

Leanna Pham

Convince & Convert

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Chris Ebbeler, Senior Manager of Workplace Community at Brinker International, joins the Social Pros Podcast this week to discuss how to use social media to engage current and potential employees and how to collaborate between HR and marketing teams to promote your brand internally and externally.

Social Media for HR

Chris Ebbeler is the Senior Manager of Workplace Community & People Branding for Brinker International. Translation: Chris uses social media to recruit new employees and connect with current employees at Chili’s restaurants all over the U.S.
Chris always thought he would be in marketing, but didn’t know he would end up on the “people side” of social media marketing. He loves that his job is looking at every aspect of the team member lifecycle and finding a way to connect them with the brand emotionally to make working for Chili’s more than a job.

“For most social media marketing, the conversation is structured around, ‘In what ways are we connecting with our guests and creating a story that they want to connect with? That they feel some sense of identity, maybe some sense of kind of ownership of the brand and become brand ambassadors?’
We really don’t see any difference in that model with our team members. The people that are closest to our guests are our team.
So, what I say to everybody is, ‘If our brand marketing team and our brand strategy team is working to create a relevant experience for our guests, my job is about creating a relevant experience for our team members.’”

Partnering With the External Branding Team

Chili's JobsChris and his team have developed the Chili’s Jobs brand, which tells Chili’s stories on Twitter and Instagram and most recently rolled out longer form opportunities at These channels aren’t exclusively for current (and potential) employees; they welcome anyone to check them out.
“If you’re not going to be a raving fan of your brand—if you’re not going to tell your story, who’s going to do it for you?”
They work closely with the marketing and branding folks at Chili’s to make sure they’re all falling within the same story arc, but with the understanding that the external and internal target audiences look different and therefore need slightly different tone, style, and story.

“I think if you put the Chili’s Job brand next to the Chili’s brand, you would say, ‘These live in the same family. These look and act like the same company. They share the same values.’ But these two brands are a little bit different in terms of the audience is different and what we’re going after is maybe a little bit different as well. The net result is an awesome partnership.”

See you next week!

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