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Bombay Theatre Company: Creating an Employer Brand Using Social Media
內容大綱
After COVID-19 lockdowns delayed its first public theatre performance in April 2020, the Bombay Theatre Company (BTC) turned to virtual performances on various online platforms, establishing an international presence and casting international artists. In May 2022, the company's founder reflected on the human resources and business challenges he had faced in his short entrepreneurial journey. These included limited resources for talent acquisition, an overreliance on social media as a hiring source, and difficulties in retaining gig workers, as well as tepid corporate responses to BTC's theatre-based interventions and a lack of financial resources and clear revenue model. BTC's founder needed to determine the best business model to generate a steady flow of revenue and to envisage a clear growth path, and he knew he would have to choose between virtual and in-person shows as well as between theatre and film. Overall, BTC had built itself a strong foundation during the COVID-19 pandemic, and it now sought to leverage that base to build a compelling employee value proposition and attract the talent it needed to become profitable.