AMERICAN ZINC PRODUCTS SOCIAL

When the American Zinc Products plant in Mooresboro, NC was getting ready to restart operations, they had some significant reputation issues to overcome after a long history of mismanagement. They needed to hire more than 300 people to staff the plant…and their reputation wasn’t helping them in the community.

To help combat this, I proposed an employee-first social media strategy that would work hard to translate their key messages: AZP is a great place to work. They value the safety of their employees. They care about their community. This is a place where you can grow a long and satisfying career. Oh, and by the way—you can work here, too.

We started the page from scratch in May 2018, and since then the page has grown to nearly 1,000 followers (not bad for a zinc plant!). But better than that, it’s become a place where community members can come and ask questions and learn about the company, and a place where employees are quick to come and share their AZP pride.

As a major part of this project, I also concepted 4 different testimonial videos that we later used as part of our social recruitment campaign.