Swarovski gives their employees a voice. 5 to 10 new pieces of content are proposed by Swarovski employees and uploaded to Smarp every week.
In the first half of 2020, from January to June, user engagement on Smarp was at an all-time high of 88%.
7 million people reached through a solid and authentic employer brand program built with the help of Swarovski employees.
Swarovski is a family-run and independent business that was founded more than 125 years ago. The company designs, manufactures and sells highest quality crystal, genuine gemstones, created stones, and finished products such as jewelry and accessories. Today, Swarovski has 7 production sites worldwide, 3,000 stores in around 170 countries, and it employs more than 25,000 employees.
Throughout its history, Swarovski has been aware that the long-term success of the company is inseparable from the well-being of its customers, employees, the environment, and society. This is an integral part of Swarovski’s heritage, and it is embedded today in the company’s established global sustainability agenda.
The communication team realized that employees’ expectations have drastically changed in the past few years — they now want to enjoy a great employee experience, feel heard, and be supported in their professional growth.
The team knew the importance of investing in their employees to keep them engaged. To reach this goal, they decided to launch a program that would help their employees build their own world-class personal brands and connect with other industry experts.
They were looking for a solution that would make it easy for the employees to keep up with the latest industry trends, share their knowledge with their colleagues as well as their personal networks, and drive engaging conversations around the company updates and milestones. It is for these reasons that they decided to launch Smarp in 2015.
The communication team wanted to further elevate Swarovski’s employer brand to keep attracting top talent in a highly competitive industry. They wanted to do so in an authentic way by encouraging employees to share their own stories externally, along with company news and content that reinforce the company’s values and commitments.
This resulted in a unique and authentic tone of voice that would amplify Swarovski’s core initiatives whilst highlighting its strong culture.
The communication team knew that sharing enablement and educational content that is relevant to each employee's area of expertise as well as their roles within Swarovski would be key to help them become ‘Thought Leaders’.
They’ve decided to segment the content they deliver to employees by creating different channels on Smarp. In total, Swarovski has more than 20 channels on Smarp, split by topics of interest and aligned with the company’s goals and values — ranging from career tips, leadership and productivity advice to business trends, innovation, marketing, retail, jewelry, fashion, company milestones, sustainability and more.
To provide employees with the latest industry trends and highlights, the team leverages Smarp’s automatic import functionality to bring in third-party content such as blog posts, industry research reports and white papers from trustworthy sources. This method enables the process of informing employees in a timely, simple and efficient manner, whilst giving their people the most up-to-date information.
The team took the employee experience they deliver with Smarp to the next level by encouraging employees to personalize their news feeds by choosing the channels they want to subscribe to.
Smarp helps the communication team to share critical information and urgent company updates with employees in challenging and constantly changing situations such as the COVID-19 pandemic.
Right after the coronavirus outbreak, the team created a dedicated campaign on Smarp to inform their employees about the current situation, explain how the pandemic would affect their work habits, and share guidelines and company updates with them — from working from home tips to safety guidelines as well as the measures taken by Swarovski to protect them.
To measure the responsiveness to this initiative, the team has used the comprehensive analytics available on Smarp.
By analyzing this specific campaign, they managed to identify whether employees were reading the messages the communication team shared with them, what content influenced most reads, which pieces of content were shared the most on social media, and the company’s social media reach generated through this campaign.
Not only does Smarp help employees keep up with the latest company news and business trends, but it also helps them position themselves as industry thought leaders. They now use the platform on a daily basis to check the latest industry trends, share their knowledge with their social networks, and drive engaging conversations around Swarovski’s values, milestones, and commitment to sustainability.
Unsurprisingly, user engagement on the platform keeps increasing, reaching 88% in the first half of 2020.
Furthermore, Smarp has helped the team improve employee engagement at Swarovski by building two-way relationships with the employees. Not only do they consume the content they receive in their news feeds, but they also actively propose new content they find interesting for their colleagues, from articles to videos and white papers.
By sharing the latest company news and their stories with their personal networks, employees naturally help develop Swarovski’s employer brand in an authentic way.
Along with helping to drive social recruitment through sharing job openings and content related to the company’s culture, employees were able to share key company initiatives related to Swarovski’s commitments to promote creative innovation, support human empowerment, and preserve the environment. Last year, employees reached more than 7 million people on social media through Smarp.