Synchrony’s $20/hour Call Center Campaign: Engaging Social Media Strategy to Boost Recruitment
Last year one of the clients I work for reached out to us to help them with a campaign they wanted to roll out on social media. After the pandemic, Synchrony, like many companies, found themselves in a position of finding it difficult to find and retain employees for their call center. Although they successfully sent home the majority of their workforce to work remotely, they simultaneously lost a great deal of staff in their call center.
Being an account representative for a global financial institution is not an easy position. Having to field phone calls all day long to try and get people to bring delinquent accounts up to date can be as difficult as one could imagine. No one likes being called by their credit card company asking for payment when they don't have the money and no one wants to be the person who has to make the call, but it is necessary to their business model. Because of this Synchrony experiences a high turnover rate in this department. Even after employees were sent home, some didn't have the internet to perform their jobs or had children to look after among many other problems and issues which many of us experienced during the pandemic.
So Synchrony came up with a 20-an-hour campaign which offered anyone who was hired in their call center a starting wage of 20$ an hour no matter of qualifications or experience. As you can imagine this is quite an offer and we went to work right away storyboarding animated posts for all of their social media platforms.
Our team has done countless animations, videos, and motion graphic posts for Synchrony over the years but this one needs to catch the viewer's attention. We decided after several meetings and brainstorming sessions that animated posts with big bold copy that got right to the point was the best route. We had done similar posts in the past but for this campaign, we really focused on the message and driving home exactly what was being offered and where the viewer could navigate to find out more.
Below is the first in a series of animated posts I put together for the campaign. During the campaign, the dollar amount went up for bilingual applicants. Synchrony already offers a host of amazing benefits like paid health care, child care, tuition reimbursement, and many others. This only helped to create more buzz around the campaign. The post below got more than 5,000 impressions on its first day. The campaign was a huge success and saw an uptick in applicants as well as full-time hires for their call center.