Aerotek

Following Aerotek’s shift to industrial staffing, we delivered a deep audit, defined clear audience personas, and built a cross-channel content strategy that drove higher engagement, stronger reach, and measurable increases in traffic from both candidates and hiring managers.

As Aerotek shifted its focus exclusively to industrial staffing in 2021, the company needed a social media strategy built for a new reality. Their audiences had changed. Their messaging needed to evolve. And their channels required a more intentional, data-driven approach to reach both skilled industrial workers and the hiring managers who depend on them. Aerotek partnered with What Works Studio to take a fresh look at their digital presence and create a comprehensive strategy that would elevate engagement across platforms and reflect the company’s new direction.

Our work began with a deep social media audit that examined content trends, post performance, audience behavior, and competitor activity across every major channel. Through stakeholder interviews and content analysis, we uncovered clear patterns in what resonated: skill-based videos and worker success stories captured candidate interest, while industry trend insights and client case studies drew the attention of hiring managers. These insights informed the development of streamlined audience personas and a content framework designed to guide Aerotek’s voice across platforms without constraining it.

The resulting strategy was tailored to each channel’s strengths. Video-first storytelling on Facebook and Instagram. Data-driven thought leadership on LinkedIn. Concise labor-market updates on Twitter. Episodic instructional content on YouTube. With new editorial guidelines, a shared content calendar, and ongoing performance reviews, Aerotek established a sustainable rhythm for producing relevant content that spoke directly to the needs and motivations of industrial job seekers and hiring organizations. The impact was immediate and measurable, with significant gains in reach, engagement, and traffic to high-value job and inquiry pages.

A data-driven content strategy that helped Aerotek sharpen its voice, deepen engagement, and strengthen its position in the industrial staffing landscape.

Key Outcomes

• More than 1.5 million impressions in year one

• Nearly 800,000 unique views, doubling visibility over the prior six months

• More than 30,000 engagements across platforms, a 40 percent year-over-year increase

• 11,900 website clicks from social channels, up 65 percent

• Engagement rate of approximately 2.0 percent, outperforming the 1.2 percent industry benchmark

• “Skill Boost” video series averaged 8,500 views per upload, generating more than 1,000 direct recruiter contacts

• LinkedIn client-focused articles saw a 60 percent lift in reach and more than 500 inbound partnership inquiries