How HiredBy Provided New Insights into YouTube’s Marketing Department and How It Spreads the Company’s Values

 

 

 

 

 

 

 

 

 

YouTube has become the video sharing platform since its’ creation in 2005, and it’s easy to understand why. The company has branched off into many different facets of the media and technology industries with the mission to give everyone a voice and to show people the world. The goal at YouTube is to create a better world as people listen, share, and build communities through their stories. According to Howie Mann, the tech conglomerate was worth over $170 billion in 2020, and it looks like YouTube will only continue to grow in the coming years. 

 

 

Challenge/Objective 

It can be easy to forget that there’s more to YouTube than just the content creators, which is why HiredBy decided to take their viewers into the world of Marketing at YouTube. Marketing involves many communities and teams, but that collaboration makes for a fun and safe platform. Without the Marketing Department at YouTube, the company would not be able to follow through on its commitments, products, policies, progress, and impacts. 

 

“My whole job is focused on our creator communities, how to make them more successful on our platform, how to enhance our experience with our brand.” -Erika Bennett, Marketing Employee at YouTube 

 

 

Solution 

Freedom of Expression 

  • YouTube believes people should be able to speak freely, share opinions, foster open dialogue, and that creative freedom leads to new voices, formats and possibilities. Thanks to marketing employees like Bennett, creators and viewers are able to express themselves in a safe and inclusive way. 

Freedom of Information 

  • YouTube also believes everyone should have easy, open access to information and that video is a powerful force for education, building understanding, and documenting world events, big and small. The plethora of marketing teams at YouTube ensures that the platform provides access information in many different ways, from traditional videos to social media posts. 

Freedom of Opportunity 

  • YouTube wants everyone to have a chance to be discovered, build a business and succeed on their own terms, and that people—not gatekeepers—decide what’s popular. People like Erika Bennett help provide those spaces and opportunities for everyone on YouTube. 

Freedom to Belong 

  • YouTube knows that everyone should be able to find communities of support, break down barriers, transcend borders and come together around shared interests and passions. Without the Marketing Department, those communities would not exist, and the YouTube experience would not be the same. 

 

 

Result 

Whether directly or indirectly, Benett was able to ingrain each of YouTube’s values into her takeover on HiredBy’s Instagram story. YouTube’s values are based on four essential freedoms that define who they are, and those values are how YouTube became such a popular and enjoyable platform for creators and viewers alike. Much of the inner workings of YouTube are still a mystery to everyday users, but thanks to Erika Bennett’s HiredBy takeover, people are one step closer to understanding all of the ways that YouTube spreads its’ values.

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