Aerotek
Social Media Strategy and Content Marketing
Positioning Aerotek For A New Era: A Comprehensive Approach to Evaluating and Strategizing for Increased Engagement and Reach
Following a realignment in 2021 that allowed it to focus exclusively on serving talent and businesses within the industrial sectors, Aerotek hired What Works Studio (WWS) to audit its social media operations and develop a strategic plan for 2022. The goal was to develop a data driven approach to produce executable social media tactics specific to Aerotek’s primary social media channels.
WWS conducted a comprehensive review, including a discovery session with the Aerotek team, an evaluation of content performance by type and topic, a deep analysis of social media engagement as pertains to target audience segments, competitor benchmarking, and research into current industry trends and best practices.
We also developed enhanced audience personas to refine targeting, content, and messaging. This case study details the methodology, challenges, and outcomes of our collaboration with Aerotek.
PROBLEM
Aerotek, a key player in the recruitment and staffing industry, underwent a shift in target audience focus due to a broader realignment amongst its parent company’s subsidiaries. The Aerotek marketing team needed to understand the potential affect this shift in target audience segments would affect its current social media strategies and audiences. Additionally, they needed to develop an integrated strategy to define channel specific strategies to guide future activity.
SOLUTION
What Works Studio executed a comprehensive social media audit and developed a social media strategy to meet the client’s needs. Our approach included:
Social Media Audit: We reviewed Aerotek’s previous social media activities, analyzed engagement across primary channels (Facebook, Instagram, LinkedIn, Youtube and Twitter), and compared performance to industry benchmarks. We categorized and analyzed individual post data for 2021, identifying the most engaging topics and post types. Using this data and emerging social media trends, we recommended channel-specific social media strategies and target frequencies. We also assessed the impact of the Allegis Group realignment on social media performance.
Strategy Development: Based on our audit, we developed a strategy focused on optimizing social media operations. This included setting goals, channel specific audience segmentation, recommending optimal content formats, enhancing audience personas for better targeting, and additional tactics aligned with emerging trends.
Ongoing Collaboration: What Works Studio continues to support Aerotek’s SEO strategy with ongoing content creation. We produce SEO-optimized blog posts and videos that resonate with Aerotek’s target audiences. Our content strategy is designed to drive traffic to Aerotek’s platforms and generate engagement and conversions. By focusing on creating valuable and relevant material, we ensure continuous improvement in Aerotek's digital presence and engagement metrics, maintaining a strong connection with its audience and supporting its growth objectives.
Market Research: We developed detailed audience personas to assist Aerotek in sales and recruitment, ensuring that our content and messaging were precisely targeted.
Results
Content produced by WWS generated:
More than 2 million impressions
More than 1 million unique views
More than 35,000 social media engagements
More than 15,000 website clicks
Yielded above-average engagement rate of 1.86%
Conclusion
The collaboration between Aerotek and What Works Studio demonstrates the power of a strategic, data-driven approach to social media marketing. By leveraging detailed audits, optimized content, and ongoing data analysis, Aerotek successfully enhanced its social media presence and engaged its target audiences more effectively.
