MAKING SOCIAL PLAYFUL WITH KING
MAKING SOCIAL PLAYFUL WITH KING
MAKING SOCIAL PLAYFUL WITH KING
MAKING SOCIAL PLAYFUL WITH KING
Services
Social Media
Award Winning
Total engagements
Total impressions
Increase in monthly job applications
King, the global mobile gaming powerhouse behind Candy Crush Saga, needed more than a typical recruitment strategy to stand out in the competitive mobile gaming space. Known for its playful culture and recently named one of Newsweek’s ‘Global Most Loved Workplaces’ in 2023, King wanted to bring its unique identity to life on social media. The goal was to organically attract top-tier talent by showcasing its one-of-a-kind work environment.
That’s where Wiser came in. By developing a dynamic, always-on social strategy, Wiser helped amplify King’s employer brand, ensuring the company’s values and culture resonated with potential talent in a memorable and engaging way.
Levelling up across the board
To transform King’s social presence, Wiser took a holistic approach. Using insights gathered from focus groups, interviews, social listening, and on-site research, Wiser crafted a 12-month social media strategy designed to re-engage King’s audience and drive job applications.
This strategy was built around showcasing King’s creativity, inclusivity, and playful culture while tapping into LinkedIn’s vast pool of active job seekers. The focus was on making King’s employer brand not just visible but irresistible. This set the stage for achieving the following three core objectives, which drove the transformation of King’s LinkedIn and Instagram channels.
Bringing King to life? Game on.
#00B67D — King Green
Wiser's collaboration with King resulted in remarkable outcomes that exceeded industry benchmarks. By 20/09/2023, King's LinkedIn engagement rate soared to 18.9%, far surpassing the 1.04% average for the entertainment and media sector. Monthly applicants also nearly doubled, growing from 3,100 to 10,600.
Through authentic storytelling, creative content, and a robust always-on strategy, Wiser helped King amplify its employer brand in a way that resonated with top-tier talent. By inviting audiences to explore the Kingdoms through interactive and playful content, King successfully attracted the right talent to fuel its continued success in the global mobile gaming industry.
Monthly applicants
Engagement rate
Total impressions
Crafting the perfect playbook
Our comprehensive 12-month social media strategy was built around three key pillars:
Give people the keys to the Kingdom
King's offices, or “Kingdoms,” are more than just workspaces—they are hubs of creativity and innovation. Wiser's strategy provided a glimpse behind the scenes, showcasing award-winning DEI events, charitable initiatives, and the collaborative projects happening within teams like the UX designers of Candy Crush Soda Saga and the software engineers of Farm Heroes Saga. By highlighting the uniqueness of King’s work environments, Wiser helped put King’s office culture front and centre for prospective talent. A standout LinkedIn post, The Kingdom, from Start to Now, highlighted the growth and evolution of King's European offices, resonating with audiences and achieving a remarkable 45.7% engagement rate and 24.5k impressions.
Engage communities through real-life stories and Kingsters
To foster community engagement, Wiser focused on sharing authentic, personal stories of Kingsters (King employees), celebrating career journeys and values that align with King’s playful ethos. These stories helped humanise the employer brand while inspiring future talent.
Four key LinkedIn posts generated significant traction:
Masa’s Journey into the Kingdom Engagement Rate: 41.9% | Impressions 22K
Ivo’s Parent Journey Engagement Rate: 43.3% | Impressions: 24.4k
Pride with King Engagement Rate: 34.2% | Impressions 22.2K
Nazareth’s Journey Engagement Rate: 23% | Impressions 20k
Build playful employer brand content that leads people to roles at King
King’s job postings became more than just another LinkedIn ad—they became playful, engaging, and memorable. By incorporating elements like quizzes and spinning wheels with imaginary roles, Wiser sparked humour and curiosity, which helped increase clicks and direct traffic to King’s career site. For example, playful LinkedIn job ads saw significant engagement:
An insight into your first day at King: Organic Clicks to careers site: 600+
Scroll-stopping job ad: Organic Clicks to careers site: 177
Scroll-stopping job ad: Organic Clicks to careers site: 301
This innovative content provided potential candidates with a glimpse of what life at King could look like, transforming a typical job search into an engaging experience.
