Organic content creation LinkedIn & vacancy campaign

Customer
StructureGroup

Our role
Content creation
Online marketing

Deliverables
Organic and paid content
Social Media marketing

Date
Q1 2024

Our collaboration with StructureGroup began several years ago. For example, we were previously allowed to create their website for the service Real Estate Thermometer develop and then developed the website of StructureGroup itself strategically improved.

This new website has been given a fresh, modern and open look, with a prominent focus on the services and team. Now that the website is fully up-to-date and seamlessly aligned with the customer journey, we can focus on optimizing the organic content for LinkedIn and the job campaign.

''From strategic goals to operational execution, from technical audits to financial analyses and from real estate data to management information, we share our knowledge and expertise to ensure that you achieve your stated goals.''

StructureGroup

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Organic content creation

Now that the website is ready, we have a solid foundation for using social media to direct the target audience to various landing pages. To do this, we have devised headings for the entire year and placed them in a content calendar so that we know exactly what content and when we will post this content. This way, we can think carefully about what we want to tell per section and prepare this content well. Of course, there is always room for current events, and we try to respond to relevant trends for this industry.

At the beginning of each month, we provide a report with the previous month's organic statistics compared to the previous month. Here we also briefly summarize the highlights of that month. This way we can keep an eye on which content and sections are scoring well and can anticipate them. For example, we started sharing content on Facebook, Instagram and LinkedIn, but soon discovered that LinkedIn is the most suitable platform. Therefore, the focus is now on LinkedIn, while Facebook and Instagram are only used for employer branding purposes. Consistency is key, which is why we post monthly organic content on StructureGroup's LinkedIn page.

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Job Campaign

Various statistics clearly show that combining organic and paid content substantially contributes to optimal results. It is difficult these days to find new employees and, as in many industries, it is currently difficult to recruit good candidates for various job openings. An effective way to support this is to create a targeted job posting campaign that captures the attention of your intended audience. With the right message and call-to-action, we trigger the target audience to view the vacancies on the job landing page. For StructureGroup, we set up a general vacancy campaign for LinkedIn, Facebook and Instagram to reach as many suitable candidates as possible and introduce them to the available vacancies at StructureGroup.

Monthly evaluation

As an online marketing agency, we keep moving; our team monitors, optimizes and reports the campaign monthly. Based on the statistics, we advised how best to optimize the campaign from the goal of getting more relevant applications. Every month we sat together to go through the online marketing report and it was sent to the client afterwards. What optimizations are we going to implement? In what area are there opportunities to further increase the reach and improve the quality of the campaign? Do we want to pay more attention to a specific social media channel or do we perhaps see that one of the campaign images scores better and thus has a higher potential?

Thanks to this social media vacancy campaign, StructureGroup was able to successfully fill both the vacancy for consultant and office manager. For the position of inspector we had jointly decided based on the results to create a specific vacancy campaign, this was filled within 2 months of the adjustment. The decision for this arose after we received feedback that not the appropriate people were applying for the position. This is a great result as it is a fairly niche industry that StructureGroup is in. Thanks to the right campaign settings and targeted targeting, the vacancies came to the attention of the right people. The beauty of an online marketing campaign is that it is flexible, when there are no vacancies open it can be turned off or when there is a focus on filling a specific vacancy a specific banner can be created for that purpose and targeted to the target audience.

We are pleased with our partnership with StructureGroup. We support them not only with other communications such as the New Year's greeting via newsletters and social media, but also with strategic changes to their website and various branding and lead generation campaigns.

As a strategic online marketing agency, we are eager to hear how we can help you. Please feel free to contact us!