Dow Chemical’s director of digital and social media, Abby Klanecky, acknowledged that although it’s a Fortune 50 company, few people actually know what Dow does. On top of that, a huge deficit of qualified STEM (science, technology, engineering and math) workers leaves a substantial employment gap for it to fill. The company had to let the world know it was about science and scientists while attracting the next generation of innovators.
Dow knew that if it wanted to compete for recruits with some of the more glamorous scientific companies such as Google, Apple and Microsoft, it needed to reframe its brand. To showcase its passion, authenticity and expertise, it needed to get its scientists’ amazing offline reputations online.
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