Brands across the world are on social media. People have a preference for more accessible, quick, informal and entertaining formats to consume information. It’s how people stay informed today and the best platform to engage and get to know Umicore as a company – what we do, what we offer, latest news and connect with us.
To build on Umicore’s brand, we have a unified approach on our social media channels with coherent messaging, branding and publication. Therefore, these guidelines are important to follow.
Why social media?
- Brand awareness: Sharing our purpose through projects, products, services, partnerships and company news. This generates visibility and enables us to connect with stakeholders on the same mission.
- Reputation: Building on our image to build trust – ensuring we lead our own narrative
- Employer branding: Showcase our values through employee stories and testimonials to build brand image. Posting job listings and vacancies to the right pool of talent and activate employees as brand ambassadors.
- Thought leadership: Sharing high quality content, portraying Umicore as experts and specialists in our different domains. We can become the go-to resource for specific topics.
- Connecting with our community : Engaging with our community to foster a sense of belonging and loyalty. By responding to comments, sharing user-generated content, and participating in local events, you build stronger relationships and demonstrate that you value your audience's input and support.
- Leads and sales: Social media advertising and campaigns can drive sales and conversions. By targeting specific demographics and interests, you can reach potential customers more effectively. Additionally, sharing customer testimonials and success stories can build trust and encourage others to make a purchase.
Umicore official channels
LinkedIn: https://www.linkedin.com/company/Umicore
X (formerly known as twitter): https://x.com/Umicoregroup
Tiktok (Currently only available for Advertising): https://www.tiktok.com/@Umicoregroup
YouTube: https://www.youtube.com/user/Umicore
Xing: https://www.xing.com/pages/Umicore
Naver: https://post.naver.com/Umicore_kr
WeChat: For WeChat (China), please scan this QR code.
Official hashtags
- #LifeAtUmicore: Showcase how working at Umicore feels and looks like
- #UmicoreYoungTalent: all topics and content around internships, young graduates, students, children and PhD students.
- #ProudToBeUmicore: Share moments of pride, achievements, and successes within the company, whether individual or team accomplishments.
- #Umicore: Use this for official announcements, corporate events, and to highlight the global presence and initiatives of Umicore. It’s also a way to let people know the posts is related or talks about us.
- #ImagineWhatYouCouldDo: recruitment and employer branding
The use of AI and social media
Umicore embraces the rise of generative artificial intelligence to generate content. While we acknowledge the potential of gen AI in content creation, we maintain a commitment to authenticity and human touch on our social media channels. Therefore, AI-generated images or text will not be used directly; instead, they serve as a source of inspiration. Umicore also encourages its employees to harness the capabilities of gen AI, such as Microsoft’s Copilot, to stimulate creativity and ideation, ensuring that the final output, while inspired by advanced technology, is the result of human expertise and ingenuity. This approach allows Umicore to stay at the forefront of innovation while preserving the personal connection that is vital to our brand's integrity and the trust of our stakeholders.
Governance
Global social media channels
The global corporate Umicore social media channels are managed by Group Communications and Investor Relations. These channels hold all type of topics and content from company announcements and employer branding to industry news and ESG. We would like to encourage all our employees to be content contributors and share business and /or local content.
We use a centralized social media management platform to schedule, post and track content, manage our community, listen and monitor.
All content on the corporate social media channels is approved by Group Communications and Investor Relations. You can contact us using social@umicore.com.
Agencies
The use of agencies can be helpful when it comes to content creation and campaign strategy. We work in close collaboration with the Umicore department and their chosen agency for further advise and execution. Access to our social media channels is limited, and access for agencies is exceptional and subject to approval from Group Communications and Investor Relations. Content and campaigns can be prepared by the agencies and posted by Group Communications and Investor Relations.
Agencies must provide:
- A content strategy that explains goals and objectives of the campaign
- Target audience
- Copy and text for all proposed posts
- Visuals following our branded templates
- Timeline
Advertising
Group Communications and Investor Relations has the sole right to manage paid advertising and boosting on Umicore global channels. All departments and business units are allowed to use advertising and boosting when requested.
Advertising allows a broader reach of a post or a campaign. This means reaching a bigger audience outside of Umicore followers and a more targeted reach depending on the target audience. With targeted advertising you can choose the industry, country, job position, etc. that you’d like to reach. Unlike traditional advertising, social media gives you the choice to amount you want to spend for the result you want to achieve: views, clicks, contact, etc.
Boosting gives you the possibility to give an extra push to the organic content. In other words, your post will reach a broader audience within the current Umicore followers. It also gives you the opportunity to target it to country, city, language, etc.
Employee advocacy
A company’s story is best told by those who know the company best, its employees. By sharing and resharing posts you are amplifying and reaching a broader audience without the need to advertise or boost. Strategic employee advocacy plan can also bring results.
How to write a social media post for Umicore
All our channels follow the Umicore branding guidelines, to have one unified branded approach and avoid brand confusion. Our content represents the Umicore values and behaviors, what we stand for, as well as our mission and vision.
What messages can I share via the Umicore channels?
All social media content should be prepared asking the question: What should come to audience’s mind when they hear about Umicore? What do we want them to think when they read our content? Ensuring every post is colored by at least one of our key brand associations:
- Circular advanced materials
- Pioneer of clean technology
- Innovators driven by purpose
- Responsible & ethical players
- Top of mind employer
Writing style is clear, short, and enthusiastic, ensuring that all audiences, experts and non-experts understand it. The use of emojis is allowed and we advise a maximum of 3 and directly linked to the length of the text. Hashtags are always encouraged but also with a limit of 5 per post maximum.
Tracking
We also advise that all links to our website should have a UTM tag to track performance. UTM tags refer to a special link that make the source of the click trackable. It is used to track the effectiveness of online marketing campaigns across traffic sources and publishing media.
Try to engage and inspire your audience. Use short and clearly separated paragraphs that can be easily read at speed.
- Add a clear call to action (e.g. Direct people to our website, ask them to like the post,… ).
- Tag relevant people or companies to expand reach.
- Add UTM links to the website, product pages, etc.
- Add a call to action: End with a clear action, like "Visit our website," "Follow us for updates," or "Share this post."
Using Umicore templates
The use of Umicore branded templates are mandatory for our social media channels and posts. The templates are available via Figma - only accessible to colleagues with a subscription and managing a Umicore social media channel. If you need access please contact Group Communications.
All images used for social media must adhere to the photography guidelines and use the Umicore image treatment and filter.
Social media training
Social media trainings and info sessions are available to all Umicore employees and departments. Please contact Group Communications and Investor relations for more information.