Background
Hcareers has both B2B (hospitality companies) and B2C (job seekers, hospitality workers) audiences, but were only utilizing their social channels to talk to the B2C audience.
The Challenge
I wanted to utilize a channel to speak to the B2B audience to create additional lead generation opportunities, and also share content that both audiences wanted to engage with. The current strategy had low engagement and wasn’t very relatable or exciting.
I needed to grow these channels only through organic engagement as well.
Planning
I conducted a competitive analysis and analyzed our audiences for each channel. We also wanted to target Millennials and Gen Z to reach a new audience to educate about the hospitality industry and interest them enough to convert to website traffic.
I analyzed our tone of voice and persona for each individual channel to make sure we were relatable to the specific audience of that channel.
We also decided to launch a TikTok account to reach the Gen Z audience more directly.
Ideation Session
I planned out different A/B tests to run on each channel, including the style of writing, static and video content, times, and days of the week to really hone in on how to engage our audiences.
From there, I reviewed our evergreen blog content to see what could be used to create multiple social media assets, and what micro trends were happening to make our content relevant and fun.
Where It Started
How It’s Going
Results
20% follower increase on LinkedIn
19% follower increase on Instagram
32% YoY increase of Google Analytics Applies
16% conversion rate