IHG Hotels & Resorts

Service: Social

The brief
IHG needed to build a globally consistent employer brand for its careers social channels while keeping content genuinely relevant to the specific talent markets it recruits from — a FTSE 100 company with 400,000 employees across 100+ countries.

What we did
33Seconds manages IHG's global careers social channels, running three connected strands of work. A suite of regular social formats — six content series, filmed locally and built around real employee voices rather than corporate messaging — runs across LinkedIn, Instagram, Facebook and TikTok. Career Storytellers, a global employee ambassador programme, recruits and trains colleagues across hotels and corporate offices to produce their own video content, supported by creative briefs and global masterclasses and incentivised through IHG One Rewards points. Leading a New Era, an industry-first careers podcast, is produced to studio-quality audio and video standards and distributed on Spotify, Apple Podcasts and YouTube.

The result
Over four years: 800+ social assets produced, with engagement up 40%, and shortlisted for Best Use of Social 2025, Best Use of Social 2026 and Video Campaign of the Year 2026 at the RAD Awards. The ambassador programme has grown to 12 ambassadors across six countries, lifting engagement rate from 1.33% to 2.97% year-on-year and generating 54+ hours of watch time with no paid media support. Podcast Season One — six episodes filmed in the UK, Dubai, Honduras, China, Spain and the USA — reached 1 million streams and a click-through rate 15x the industry benchmark, led directly to three General Managers being hired, and won Best Use of Audio & Podcast 2026.

“Our efforts here at IHG, in partnership with our agency, 33Seconds, have allowed us to create, curate and explore something completely new, with awesome results; allowing us to use both a mirror and a magnifying glass, reflecting our own culture, values and love of hospitality, whilst amplifying our colleagues' voices, our beautiful properties on new channels and platforms, all to entice new talent back into one of the best industries around.”​

Eunice Clements-Tweedie, VP of Global Talent Acquisition.