Case Study: Be Welcoming! How We Promote “Meet Your New Colleagues”
Overview
Stony Brook University’s Marketing and Communications (MARCOM) team launched the Meet Your New Colleagues feature in 2022. This strategic, continuously evolving campaign creates short, engaging profiles of new university employees. It highlights who they are, what they want others to know, and what they care about to foster an open and connected campus culture.
Challenges & Opportunity
- High Demand: Keeping pace with the rapid volume of requests for new hire features.
- Campus Expansion: Leveraging strong word-of-mouth momentum to broaden reach across new departments.
- Omnichannel Growth: Capitalizing on cross-departmental interest to scale content distribution university-wide.
Strategy
The campaign deploys an integrated internal communications strategy utilizing the full power of the MARCOM toolkit.
1. Leverage Diverse Formats
- Visuals: Captured high-quality photos and video interviews.
- Digital: Built dedicated profile websites and targeted emails.
2. Maximize Campus Reach
- Internal: Published via Be Connected Updates and SBU News along with spotlights in colleges and schools across West and East campus, as relevant.
- Public: Amplified employee stories to external audiences on LinkedIn.
- On-Campus: Displayed eye-catching digital signage via SCALA Screens.
Measures of Success
MARCOM successfully amplified internal brand affinity and fostered cross-campus connectivity. This multi-channel approach drove strong baseline visibility while establishing a scalable framework for future recruitment marketing.
- Broad Audience Engagement: Successfully introduced new hires to the entire campus community.
- Enhanced Role Clarity: Allowed current staff across various departments to learn who does what.
- Recruitment Power: Inspired external talent by showcasing a welcoming, story-driven workplace.
- Record Performance: Reached a campaign high of 1,700+ views on a single profile video.
