Orbenk case study: the organic content that passed 1.2 million views in six months
How we built Orbenk's employer branding on social media: the order of the work, the two profiles, the @orbenk.carreiras formats, the HR manual and the numbers with the source of each one.
Employer branding on social media works when a company shows the everyday life of the people who work there, in formats people already watch, and with a profile built for it. That's the path we took with Orbenk: from February to July 2026, @orbenk.carreiras passed 1.2 million organic views on Instagram, and the videos that went viral passed 100,000 organic views each.
Orbenk is a group from Joinville, in southern Brazil, that provides outsourced and facility services such as security, cleaning, reception and concierge. For a company like this, its brand as an employer weighs as much as its commercial brand. Below is what we did, in what order, and what you can take to another company.
The order of the work
Before growing on social media, Orbenk needed a place to send the people who got interested. That's why the sequence mattered as much as each deliverable:
- The corporate website, in 2025. With pages for solutions, about us, compliance and careers, and a blog with an SEO strategy live since January 2025.
- The corporate Instagram profile, created from scratch in February 2026. The company's voice for clients and the market.
- @orbenk.carreiras. The employer branding profile, with its own strategy and formats.
- The content guidelines manual for HR. So people inside the company know what they can and can't post.
Two profiles, two roles
The corporate profile talks to the people who hire Orbenk; the careers profile talks to the people who work there or want to. Mixing them weakens both, because clients look for solutions and candidates look for jobs and for what everyday work is like.
Each needs a message only Orbenk could say, which you can check with the brand positioning swap test. Kept apart, they help each other through collabs. On Instagram, when the invited account accepts, the collaborative post shows on its profile and is shared with its followers. The corporate profile went from 161 followers at the end of February to 2,081 on August 31, 2026, with collabs with the careers profile along the way.
The formats that grew @orbenk.carreiras
What went viral was everyday life told in the platform's own format. The careers profile strategy rests on five fronts:
- Trends adapted to the brand. The audio or format of the moment, with the teams' real routine instead of a generic example.
- POV and sign props. Situations people in facility services recognize instantly, as in “Things that happen at Orbenk”.
- Collabs between the profiles, so careers content reaches people who follow the brand.
- Light videos on Fridays, a fixed rhythm the audience learns to expect.
- On-site shoots. Filming at the Florianópolis and Joinville units, with scripts for each profile and real people on screen.
Real people on screen is what all of them have in common, and it's the same reason a corporate video with people holds attention better than stock footage.
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The HR manual
For content to keep going when nobody from the agency is watching, HR needs clear rules. The content guidelines manual sets out what the in-house team can post, how to show colleagues and units and what stays out. With it, HR suggests topics, films behind the scenes and takes part without fear of getting it wrong.
It's the kind of deliverable that tends to be left for later, and the one that makes the difference in consistency. A careers profile that disappears for weeks loses momentum, as we show in the article on LinkedIn posting frequency.
The numbers and where they come from
Every number in this case has a source, and both careers profile numbers are organic.
| Metric | Result | Source |
|---|---|---|
| Views on the @orbenk.carreiras Instagram | more than 1.2 million, February to July 2026 | Six-month report for the careers profiles |
| Videos that went viral on the careers profiles | more than 100,000 organic views each | Monthly and six-month reports |
| Followers on the corporate profile | from 161 (end of February) to 2,081 (08/31/2026) | Corporate profile reports |
Keeping the source of each number is what lets you use it later in a proposal, post or presentation, as we explain in the social proof inventory.
Employer branding: what you can take to your company
Employer branding on social media is a consistency project, and the right order saves months. What worked at Orbenk and applies to other companies with large teams:
- have a destination for interest, such as a careers page, before investing in the profile;
- separate the careers profile from the corporate one and connect them with collabs;
- use the platform's formats with your teams' real routine;
- keep a fixed posting day;
- give HR a manual so it can take part without depending on the agency.
The Orbenk case study page brings together the website and social media galleries and the other fronts of the work.
Frequently asked questions
What is employer branding?
It's building a company's reputation as a place to work. On social media, it shows up in content about the routine, the people, internal programs and job openings, to attract candidates and bring current employees closer.
Do I need a separate careers profile?
When the company hires often and has many teams, yes. A dedicated profile lets each audience see the content it's looking for, and collabs carry the best of one to the other.
Does employer branding work without paid media?
In Orbenk's case, the 1.2 million views on @orbenk.carreiras and the videos with more than 100,000 views are organic. What sustained the reach was the right format, a fixed rhythm and real people on screen.
