Banking Company Uses Snapchat for Recruitment

Category: Technology/Innovations


Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. superimpose / ˌsu pər ɪmˈpoʊz / (v) – to put a picture over another picture so that they are seen together at once

    I can superimpose a flower crown on your picture using an app.

  2. doodle / ˈdud l / (n) – a picture drawn without careful thought

    My notebook from college was filled with my old doodles.

  3. hallmark / ˈhɔlˌmɑrk / (n) – any special feature specific to something

    The ‘like’ symbol is a hallmark of Facebook.

  4. potential / pəˈtɛn ʃəl / (adj) – possible to become something or someone

    The school will screen potential students to see if they pass the test.

  5. glimpse / glɪmps / (n) – a brief overview that gives a slight idea about something

    The teachers gave the students a glimpse of what the school is like during the orientation.


Read the text below.

Investment banking company Morgan Stanley is reaching out to college students using Snapchat.

Snapchat is a messaging app where users can send short video clips called ‘snaps.’ It also lets users superimpose text or stickers on their snaps. One type of these stickers is called a geofilter, which only appears when the user is in certain places.

Morgan Stanley partnered with Snapchat to promote its name to a couple of US college campuses using geofilters. The stickers, which look like doodles, feature a flag with the school’s name and the name Morgan Stanley at the top left corner. They appear only within the campus grounds of several schools, including Harvard, the University of Pennsylvania, and Howard University.

One of Morgan Stanley’s marketing heads said that the company is continuously using innovative ways to reach the country’s best talents. She added that the company chose to use the app because this generation’s talents are on Snapchat.

Because of Snapchat’s appeal to millennials, it has been a popular outlet for businesses to promote themselves. Other companies have used the app’s hallmark feature called Snapchat Stories, which allows users to post a snap about their day.

Companies such as Home Depot, Disney, and Marriott Hotels have used Stories to recruit people. They encourage people to apply by showing potential employees a glimpse of what happens at their offices behind the scenes. They also use social networking sites to advertise their brand or highlight the perks of working for them. Some even get in touch with potential applicants through online messaging.

Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

• Do you think that recruiting using apps is an effective way for companies to get students’ attention? Why or why not?
• How else can companies recruit potential employees through social media? Discuss.

Discussion B

• What factors are necessary for companies to be able to effectively promote online? Discuss.
• Would you be willing to communicate with future employers using your social media account? Why or why not?