Establishing thought leadership on social media
Reflecting Allen Associates' expert voice to build brand awareness and generate leads.
Allen Associates are thought leaders in the recruitment industry, successfully matching candidates with businesses for over 20 years.
We felt that their previous strategy needed a refresh and their social channels should be used as a resource to share their expert advice, to represent not only the service they offer but also their forward-thinking approach. Previously, their channels were overpopulated, so we set out to do fewer, more concentrated posts that were more likely to drive engagement.
We work strategically with the management team and consultants at Allen Associates on a regular basis, gathering information on the latest recruitment trends (e.g. the emphasis on flexible working) and the key client and candidate personas they work with.
This insight is used to inform both the daily organic content and the paid social ads we produce, in order to build brand awareness and generate leads. Social posts are written and assets designed on a weekly basis alongside continual social listening for reactive opportunities their brand can get involved in.
The content across their Twitter, LinkedIn & Instagram profiles offers useful and impactful advice targeted at their key audiences: job seekers & employers. Aside from providing expert insight, Allen Associates’ profiles create a community for their audience to share their own tips and discuss experiences.