Skills utilized

  • Social media strategy

  • Graphic design

  • Copywriting

  • Content management

  • AirTable

Re-strategized how Hcareers was reaching both their B2B and B2C audiences across social media channels.

The previous “strategy” was just sharing every single blog article using the exact same copy across every social media channel. Engagement was low, so brand awareness was practically non-existent.

The Challenge

I did a competitor social media audit, as well as an audit of our own channels and analytics to understand who our audience was on each channel and what content had or had not worked well previously. I established a content calendar using AirTable to help us lay out content across all channels, including our blog.

Based on my research, I shifted our LinkedIn channel to a B2B audience strategy, while keeping our Facebook, Instagram and Twitter accounts B2C.

I started working video into our strategy, especially on Instagram, as well as using micro trends to increase engagement.

I am continuously shifting our strategy when a new trend emerges, and I use A/B testing to learn what is working and what we need to change.

The Solution

All results were achieved through organic social media only

  • 8.20% engagement rate increase on Facebook

  • 127% reach increase on Facebook

  • 24% follower increase on LinkedIn

  • 56% engagement rate increase on LinkedIn

  • 22% follower increase on Instagram

  • 86% apply click increase

The Results