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8 Examples of Brands Using Instagram to Showcase Company Culture

In today’s business world, a strong company culture is no longer a “nice to have.” It’s a business imperative. In fact, according to Deloitte’s 2016 Global Human Capital Trends survey, 82% of respondents said they believe culture is a potential competitive advantage.

“Few factors contribute more to business success than culture—the system of values, beliefs, and behaviors that shape how real work gets done within an organization.” Deloitte states. “Culture brings together the implicit and explicit reward systems that define how an organization works in practice, no matter what an organizational chart, business strategy, or corporate mission statement may say.”

As a result, showcasing company culture has become a useful marketing tactic, with brands often using social media—especially Instagram—to get the word out.

With more than 700 million people using Instagram every month, Instagram can be an incredible tool for building brand awareness and affinity, and showing (not telling) your followers what you’re all about. In addition, it can also be a great way to inspire employee advocacy, as well as act as a useful recruiting tool.

To inspire your own efforts, below are some examples of both B2B and B2C brands leveraging Instagram to give their followers a compelling glimpse of company culture.


Hootsuite’s Instagram account is completely dedicated to giving its followers a “look inside” the organization. Often using the hashtag #hootsuitelife, the social media management platform shares images of employees taking part in meetings or group outings, getting fit, attending special events, and indulging in a variety of sweet treats that have made their way into the office.

Hootsuite Company Culture on Instagram


eBay is an online shopping pioneer, getting its start more than two decades ago. Today, eBay’s mission is to be the “world’s favorite destination for discovering great value and unique selection.” The company’s newsroom Instagram account is dedicated to sharing company news, technology, and, of course, company culture. From volunteer efforts to the company Christmas party, the eBay News Instagram account shows how its employees contribute to its mission and uphold important company values.

eBay Company Culture on Instagram


SAP’s core mission is to help the world run better and improve people’s lives. As a result, the company’s Instagram account serves up an inspiring blend of company news, motivational quotes, and behind-the-scene looks at their employees in action—from enjoying a team pizza say to running a 5K.

SAP Company Culture on Instagram


TripAdvisor is one of the world’s largest travel websites, allowing travelers to easily find lodging, flights and restaurants, compare rates, and book their trips. Of course, the team of employees working behind the scenes makes that all possible, and TripAdvisor’s Instagram account is dedicated to highlighting those employees and attracting new talent.

Company Culture on Instagram


Like others brands featured here, HubSpot’s Instagram account is a mix of inspiring, engaging content. But when it comes to company culture, HubSpot often tells its story through the eyes of its employees. Using the hashtag #hubspotemployeetakeover, employees take the Instagram reigns for a day or three to showcase how and where they work. Below is a shot of one of the most recent employee takeovers from Danita.

HubSpot Company Culture on Instagram


Marriott International is one of the most well-known names in the hospitality industry, with more than 6,000 properties and 30 brands across the globe. But the company isn’t resting on its strong brand name to attract potential employees. Rather, the company is using Instagram to share why people love their jobs.

Marriott Company Culture on Instagram


Like Hootsuite, SproutSocial’s Instagram account is all about giving followers a behind-the-scenes glimpse into what it’s like to “work and play” there. From showing off all the cuteness of Take Your Child to Work Day to sharing a simple pic of the amazing snack stash in the employee lounge, SproutSocial not only illustrates the fun perks, but also the employee joy and engagement their culture encourages.

SproutSocial Company Culture on Instagram


Zendesk is a customer service software that aims to help build better relationships. On its website the company states: “Happy customers are the bottom line.” On its Instagram account, you can see that they also believe “happy employees” are part of their bottom line. From “swag days” and team potlucks to encouraging smiles with sweet treats, Zendesk showcases the work of its Workplace Experience team and Culture Clubs on Instagram.

Zendesk Company Culture on Instagram


As I mentioned in my recent A Day in the Life of a Content Marketing Manager at TopRank Marketing post, TopRank Marketing’s culture is build on support, understanding and teamwork to ensure every individual and every client thrives. Of course, TopRank Marketing’s own Instagram account aims to bring this sentiment to life by showing our followers how we work, learn, laugh, celebrate, prank and play—and usually eat doughnuts—together.

The key word there? Together.

Simply put, your company culture is what brings and binds your organization together. When you put that on display, others—at both the employee and customer level—will want to join you.

Your #companyculture is what brings & binds your organization together. Show it off.
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Want to join the TopRank Marketing team? We’re hiring! Looking for a partner to help drive your company’s social media marketing efforts? We’d love to work with you. Get in touch with us today.

What other brands are doing a great job of showcasing their company culture on Instagram, or any other social media platform? Tell us in the comments section.

Disclaimer: SAP is a TopRank Marketing client.

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