Employee-Generated Content & Social Media Management

Greene King - Life at Greene King

How Tribera turned Greene King's overlooked careers channel into a recruitment engine, driving 41.6 million organic video views and growing followers by 111.7%.

CLIENT

Greene King

SECTOR

Leisure, Hospitality & Media, Recruitment Marketing

SERVICES

Social Media Management, Content Creation, Short-Form Video Production, Community Management, Employer Brand Strategy

DATE

March 2023 - Present

41.6 million organic video views, up 259%

66.7 million people reached

111.7% increase in followers

BACKGROUND

Greene King, the UK's biggest pub company, brought us in to manage and rebuild its careers-focused social channels, "Life at Greene King." The original 12-month contract has since been extended twice. Like most employer brands, it had traditionally had less investment than the consumer side, and we set out to change that and fix a real recruitment problem along the way.

CLIENT CHALLENGE

Pub work is genuinely good work, but it's a hard sell against supermarket pay and antisocial hours. Most companies don't give their employer brand the same attention as their consumer brand, and Greene King was no exception, the conversation about careers there had gone quiet, a gap common across hospitality.

TRIBERA'S SOLUTION

We made Greene King one of the first hospitality businesses to run employee-generated content at scale. Rather than handing staff a camera and hoping for the best, we ran the whole process: planning shoots, working directly with the people being filmed, and turning it into trend-led, platform-native content for TikTok, Instagram and Facebook. Real chefs and front-of-house staff became the stars, showing what pub life is actually like in a way that felt native to the platform, not corporate.


THE RESULTS

The channel now delivers 41.6 million organic video views, up 259% year-on-year, and has reached 66.7 million people. Followers grew 111.7%, from 20,801 to 44,050, with over 1.1 million engagements along the way. Job applications rose too, though that figure stays confidential. The work won Bronze for Best Use of Social Media at the International Content Marketing Awards 2025, and the careers channel now outperforms Greene King's own consumer brand channels, a recruitment platform beating the flagship it sits beneath.


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