Social Media Best Practice
Adhering to the KBR social media policy
KBR social media posts should always adhere to the KBR social media policy.
Word count
- 150–200 words maximum
- Captions should be concise.
- Short captions will have better engagement.
Tagging
- When tagging a profile, using the @ symbol notifies the page owner
- Tag KBR by typing “@KBR, Inc.” and tag KBR Careers by typing “@KBR Careers"
- Tag relevant accounts in your post to boost impressions (ex: tagging the people in the photo).
Handles and hashtags
- Adding KBR handles (business units, employees, etc.) and hashtags can help increase visibility and engagement on social media.
- Using the # symbol before a specific word creates a searchable term that may help visitors find your content.
- For example, you can use hashtags related to topics in your post such as #Innovation #Engineering, #Diversity, #Inclusion.
- For careers-related posts, always include #KBRcareers.
- For sustainability-related posts, always include #KBRsustainability.
- Hashtags help the post be discovered.
Formatting
- Avoid long blocks of text. Include paragraph breaks after two to three lines of text to keep the reader's attention.
- Include links and hashtags at the bottom of the paragraph.
- Use more than three hashtags but less than 10.
- Include a call-to-action link when applicable.
- Pro tip: include a chevron arrow [»] when linking to a website.
Media
- Using media in your post is recommended, including a photo, video, document or shared post.
- Images lead to a 98% higher comment rate, while links to videos can result in a 75% higher share rate.
- Use quality photos.
- Photos should be taken in natural light, ensuring your subject is in the shade.
- Ensure the background of photos is neat, tidy and clear of distracting elements such as trash cans, wires or excess computer equipment.
- Photos should be taken in landscape.
- The preference is to publish photos of people. However, project photos and other related imagery are acceptable in some circumstances.
- Selfies deliver 3x more engagement.
- Ensure all photos are approved for public release.
- Don’t use copyrighted material.
Content ideas
Share KBR’s posts.
Scroll through KBR’s feeds and share posts that already exist. Be sure to include your own comments and add a call to action.
Share industry news.
Follow KBR’s customers and industry partners. Watch for posts that are pertinent to KBR. Be sure not to share anything that is not public knowledge.
Share personal photos and insight.
Take photos at company and industry events, activities, or conferences you attend. Share information, comments or even your personal insight.
Share awards and achievements.
Share awards, accolades, achievements and milestones. Congratulatory posts about the work we do are a great way to highlight KBR people and capabilities.
Share community support.
Show how you support your local community and include how it supports KBR values. Get involved in KBR’s ERGs or promote them on your own pages.
Best times to post
- For most clicks and shares and engagement: Tuesdays from 11 a.m. to 12 p.m.
- The worst time for LinkedIn: 10 p.m. to 6 a.m., immediately before Monday, and after Friday night.
- Best times to post: 7–8 a.m. and 5–6 p.m.
- Peak time of visitors: 12 p.m. and 5–6 p.m.
Writing style and tone
A distinctive brand story helps define and successfully communicate unique personal and business attributes. By using a writing style that is personable and aspirational we can elicit emotion and promote inclusion.
For all platforms:
- Use strong imagery and/or links to complement the caption.
- Use emojis when applicable.
Posting on Facebook
- Platform focus: marketing the KBR brand and establishing brand loyalty.
- Narrative tone: writing for a professional audience, telling the KBR story, and eliciting emotion.
- Posts should be one to three sentences; the first sentence should grab the reader’s attention.
- Platform focus: marketing the KBR brand, building partner relationships and recruiting new employees.
- Professional tone: writing for a professional, career-focused audience; however, we still want to 1) tell the KBR story, 2) showcase company culture, work and people, and 3) tout KBR as an employer of choice.
- Posts are generally one to three sentences; however, longer posts are appropriate on this platform. The first sentence should grab the reader’s attention.
X (formerly Twitter)
- Platform focus: marketing the KBR brand and establishing brand loyalty.
- Informal tone: tweets are short sentences or headlines, so writing should be clear, concise and casual.
- Platform focus: marketing the KBR brand and building a loyal following organically.
- Narrative tone: writing for a broad audience and telling the KBR story in a way that elicits emotion.
- Recommended caption length is 130–150 characters or a maximum of two to three sentences.
KBR WRITING STYLE GUIDE