Project
Presenting the project on social media from the employer branding and sales perspective
Client
Forwardslash
Brief
Forwardslash is an agency based in Brooklyn that provides website strategy, design, and development services. They also have a department located in Novi Sad. Despite having thrived for over 16 years in a highly competitive industry, they required more robust visibility on communication channels and more significant recognition of their visual identity within their target audience. Operating in two distinct markets - Serbian and American - required different approaches to content creation. While the focus of communication channels in the Serbian market is employer branding, the American market leans towards sales-oriented strategies. One of the fundamental requirements was to showcase the projects that Forwardslash worked on from both perspectives.
Solution
The first steps to grasping the client’s needs included researching the industry, business approaches, requirements, and the services offered by Forwardslash. Most importantly, it was vital to identify and emphasize the values that make them unique in a fiercely competitive market. The project manager’s brief provided valuable insight into the project and who was in charge of the project we were representing.
Based on this information, we strategically designed the presentation of each part of the project through three posts, where the entire process is chronologically showcased first from a sales perspective and then from an employer branding perspective. The communication channels where the content was published include Instagram, LinkedIn, Facebook, and WhatsApp.
According to the standard guidelines in line with the client’s brand, we created visuals accompanied by appropriate captions and text, which can be seen in one of the examples:
The next step was to customize the post and present it from an employer branding perspective, emphasizing the value of working with the Forwardslash team and giving potential candidates a glimpse of what it’s like to be part of significant projects.
Result
During the first six months of collaboration, a significant increase in metrics was recorded across all communication channels in both markets. The Facebook page saw a growth in visits of 370%. On the Instagram profile for the American market, reach increased by 1400% and impressions by 3800%. Also, on LinkedIn, the reach is higher by 220%, impressions by 300%, and the number of clicks has seen an increase of 990%. As a result, the augmentation of these parameters in practice resulted in an increased number of applications for open positions during that period, strengthening the recognition of the visual identity, internal culture, and professionalism that the Forwardslash team represents. Positioning the client as a prospective employer and an excellent business partner, we’ve successfully tackled one of the main challenges of the Homepage task: integrating employer branding values with sales endeavours by creating distinctive, top-notch content for the online presence.
