Social media is fast and widespread, and it’s become so important for companies’ communication and marketing that it’s practically the norm for brands to have a full-time social media manager keeping tabs on their accounts and engaging with consumers in a professional and engaging way.
So when Pizza Hut decided it needed to add to its social media team with a “manager of digital greatness,” they took a page from social media formats and modeled the interviews after Twitter’s character restriction of 140 characters or less, where candidates were then required to market themselves for the position in 140 seconds or less.
The need for speed
“Digital is a huge focus for Pizza Hut in 2013,” says Caroline Masullo, Pizza Hut’s director of digital and social marketing. “From our perspective, 140 seconds gives us the opportunity to talk to as many people as we possibly can, because every couple of minutes we’ll be on to the next, and we’re specifically looking for people who are quick on their feet, know who they are, and are passionate about pizza and Pizza Hut specifically, can work in a fast-paced environment while maintaining the element of fun that matches Pizza Hut’s culture, ” she says.
“A lot of people have been asking if they think this type of interview process will catch on, Masullo says. “Obviously, I think for consumers, this is the way that they talk in their normal lives in terms of using social media – the way they communicate with brands. So for us to use this space in order to find someone who will fill that role here, we think it’s super appropriate.”
With over 10 million likes on Facebook, and the most Twitter followers of all pizza brands in the US, as well as presence on Pinterest, YouTube and Instagram, Pizza Hut is highly aware of the need for a digital media manager that is an expert on all social media platforms, can keep up with digital trends, has the right education, and work experience.
The interviews took place at an interactive festival in Texas on March 10, and for those who couldn’t make it, 140-second interviews were conducted through a Google Plus Hangout on March 14. Prior to the interviews Masullo said, “We’ve never done something like this before, nor has any other brand. We’re kind of pioneers, and we’re really excited about it.” So keep your eyes posted on their sites to see if it’s really worked!