HCL: World's first end-to-end recruitment campaign on Twitter

Vedant Uppal

Campaign details

Brand owner: HCL Technologies
Brand: HCL
Country: Global
Industry Employment, recruitment, staff, Information technology, high-tech
Channels used: Content marketing, Earned media, buzz, Email marketing, Internet - general, Internet - microsites, Internet - search, Online video, Social media
Media budget: Up to $500k

Executive summary

This case study describes how global technology company HCL Technologies created an end-to-end recruitment process on a single social media platform. Although organisations have been using social media as a platform for hiring through job postings and background checks, #CoolestInterviewEver was a unique reach campaign that leveraged Twitter to conduct a complete recruitment process, and at the same time amplify HCL's employer value proposition; for the first time, hiring became a two-way conversation on a social platform. The campaign reached 102 countries and more than 88,000 applicants across the globe were interviewed in 15 days, with a total engagement of more than 250,000 on Twitter. The #CoolestInterviewEver campaign ranks as one of the most impactful outreaches in social media history, having already been covered by more than 60 international publications such as Bloomberg, Reuters, etc. It has resulted in HCL Technologies enjoying a preferred employer brand among Generation Y (aged 21–33) and helped HCL achieve more followers on Twitter than any other IT services organisation in the world.

Market background and objectives