Harvard Case - Bombay Theatre Company: Creating an Employer Brand Using Social Media
"Bombay Theatre Company: Creating an Employer Brand Using Social Media" Harvard business case study is written by Gordhan Saini, Raveesh Jaiswal. It deals with the challenges in the field of Human Resource Management. The case study is 16 page(s) long and it was first published on : Apr 16, 2023
At Fern Fort University, we recommend that the Bombay Theatre Company (BTC) implement a comprehensive social media strategy to build a strong employer brand and attract top talent. This strategy will focus on showcasing the company's unique culture, values, and opportunities for growth, while leveraging social media platforms to engage with potential candidates and build a vibrant online community.
2. Background
The Bombay Theatre Company is a renowned theatre group in Mumbai, India, facing challenges in attracting and retaining talented actors, directors, and technical staff. Despite its rich history and artistic excellence, BTC struggles to compete with larger organizations for top talent. The case study highlights the need for a strategic approach to enhance the company's employer brand and attract a diverse pool of skilled individuals.
The main protagonists of the case study are:
- Mr. Kapoor: The Artistic Director of BTC, seeking to improve the company's recruitment efforts and build a strong employer brand.
- Ms. Sharma: The company's Marketing Manager, tasked with developing a social media strategy to reach potential candidates.
3. Analysis of the Case Study
The case study reveals several key challenges for BTC:
- Limited Resources: BTC operates with a limited budget and relies heavily on volunteer work, making it difficult to compete with larger organizations offering competitive salaries and benefits.
- Lack of Brand Awareness: BTC's employer brand is not well-defined, leading to limited visibility and difficulty in attracting top talent.
- Outdated Recruitment Methods: BTC primarily relies on traditional recruitment methods like word-of-mouth and newspaper advertisements, which are less effective in reaching a wider pool of potential candidates.
To address these challenges, BTC can leverage the power of social media to build a strong employer brand. A comprehensive social media strategy should focus on:
- Defining the Employer Brand: BTC needs to clearly articulate its unique value proposition, highlighting its artistic vision, commitment to diversity and inclusion, and opportunities for professional growth.
- Content Creation and Engagement: BTC should create engaging content that showcases its work, behind-the-scenes glimpses, and testimonials from current employees. This content should be tailored to different social media platforms and target specific audiences.
- Social Media Platforms: BTC should focus on platforms like Facebook, Instagram, LinkedIn, and Twitter, which are popular among creative professionals and potential candidates.
- Building a Community: BTC should use social media to engage with its audience, respond to inquiries, and foster a sense of community among its followers.
4. Recommendations
1. Develop a Comprehensive Social Media Strategy:
- Target Audience: Identify the specific target audience for each social media platform, including actors, directors, technicians, and other creative professionals.
- Content Calendar: Create a content calendar that outlines the type of content to be posted on each platform, including behind-the-scenes footage, interviews with artists, performance highlights, and updates on upcoming productions.
- Content Strategy: Develop a content strategy that focuses on storytelling, showcasing the company's culture, values, and opportunities for growth.
- Social Media Analytics: Track key performance indicators (KPIs) like engagement, reach, and website traffic to measure the effectiveness of the social media strategy.
2. Enhance the Company Website:
- Dedicated Careers Page: Create a dedicated careers page on the company website that highlights open positions, employee testimonials, and information about working at BTC.
- Employee Profiles: Feature profiles of current employees, showcasing their skills, experience, and career journeys at BTC.
- Application Process: Streamline the application process and make it easy for candidates to apply online.
3. Leverage Social Media for Recruitment:
- Social Media Advertising: Utilize targeted social media advertising to reach potential candidates based on their interests, skills, and location.
- Social Media Groups: Join relevant social media groups and forums to engage with potential candidates and promote job openings.
- Social Media Events: Host virtual or in-person events on social media platforms to connect with potential candidates and showcase the company's culture.
4. Employee Advocacy:
- Encourage Employee Sharing: Encourage current employees to share their experiences working at BTC on social media, highlighting the company's culture, values, and opportunities.
- Employee Ambassador Program: Establish an employee ambassador program to empower employees to act as brand advocates and share their positive experiences.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: The recommendations align with BTC's core competencies in artistic excellence and community engagement.
- External Customers: The strategy focuses on attracting top talent, which is essential for BTC's success in producing high-quality performances.
- Internal Clients: The recommendations empower employees to become brand advocates and contribute to the company's success.
- Competitors: The recommendations help BTC compete with larger organizations by leveraging the power of social media to reach a wider audience.
- Attractiveness: The recommendations are cost-effective and scalable, allowing BTC to reach a wider audience without significant financial investment.
6. Conclusion
By implementing a comprehensive social media strategy, BTC can build a strong employer brand, attract top talent, and enhance its reputation as a leading theatre company in Mumbai. The recommendations outlined in this case study solution will empower BTC to leverage social media effectively to achieve its strategic goals and ensure its continued success.
7. Discussion
- Alternative Options: BTC could also consider partnering with other organizations or institutions to promote its employer brand and reach a wider audience.
- Risks: The effectiveness of the social media strategy depends on the quality of content, engagement with the audience, and consistent effort in managing the social media presence.
- Key Assumptions: The recommendations assume that BTC has the resources and expertise to develop and implement a comprehensive social media strategy.
8. Next Steps
- Develop a detailed social media strategy: This should include specific goals, target audience, content calendar, and performance metrics.
- Allocate resources: BTC should allocate the necessary resources for content creation, social media management, and advertising.
- Train employees: BTC should provide training to employees on social media etiquette, content creation, and engagement strategies.
- Monitor and evaluate: BTC should regularly monitor the effectiveness of the social media strategy and make adjustments as needed.
By taking these steps, BTC can leverage the power of social media to build a strong employer brand, attract top talent, and achieve its strategic goals.
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Case Description
After COVID-19 lockdowns delayed its first public theatre performance in April 2020, the Bombay Theatre Company (BTC) turned to virtual performances on various online platforms, establishing an international presence and casting international artists. In May 2022, the company's founder reflected on the human resources and business challenges he had faced in his short entrepreneurial journey. These included limited resources for talent acquisition, an overreliance on social media as a hiring source, and difficulties in retaining gig workers, as well as tepid corporate responses to BTC's theatre-based interventions and a lack of financial resources and clear revenue model. BTC's founder needed to determine the best business model to generate a steady flow of revenue and to envisage a clear growth path, and he knew he would have to choose between virtual and in-person shows as well as between theatre and film. Overall, BTC had built itself a strong foundation during the COVID-19 pandemic, and it now sought to leverage that base to build a compelling employee value proposition and attract the talent it needed to become profitable.
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