- Awareness: inform our audience of the firm's support of certain initiatives or audience demographics, or even topics like our offices around the world and different offerings for our people
- Example - "We launched the Pronouns Initiative firmwide, which is our way of supporting self-identification within our community."
- Call-to-action (CTA): prompt pur audience to engage with our content for a broader purpose, like linking to an application
- Example - "Learn more about this program and apply now."
- Engagement: provide content that is informative and helpful to the audience, such as advice or thought leadership
- Example - "Check out our tips for video interviewing."
| - We review content holistically and evaluate based on how it aligns to our thematic content pillars and broader social media strategy
- We strategically plan content via our content calendar
- We focus on quality over quantity
- We prioritize content that is evergreen, authentic and unexpected from us
- We consider the limited reach to most candidates put on organic social media since organic is normally consumed by our active/ "hardcore" followers who are already aware of us - not new potential candidates who aren't already considering us
- We reinforce key messages amongst broader and more targeted audiences through our always-on paid social media
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