Company gets more vocal through social and emerging media
Financial services company Northwestern Mutual was previously known as a quiet company, says Kimberley Goode, VP of communications and corporate affairs. But following the financial crisis of 2008, the group has communicated more actively through efforts that include social media and outreach to bloggers and online influencers.
Northwestern Mutual is not followed closely by the press because it is a private company, so social media plays a huge role in telling the company's story, Goode adds. The corporate communications team connects with audiences on Facebook, Twitter, and YouTube by sharing client stories, company information, and points of view on current issues.
With a greater emphasis on social channels and other emerging media, Northwestern Mutual's communications team is seeking talent with a mix of traditional communications skills and the ability “to connect with audiences in a more personal way,” Goode explains.
“We understand we don't control the story as much as we did in the past,” she adds. “There are many more storytellers in the mix these days.”
In 2013, much of the company's storytelling initiatives will focus on its four-year sponsorship of the NCAA – its largest corporate sponsorship – and Northwestern Mutual's campaign to fight childhood cancer.